DataComm goes Tiscalinet
Tiscali unifies its European Internet portals and launches a broad advertising campaign
Tiscali unifies its European Internet portals and launches a broad advertising campaignBy Clemens Hörler After some delay, DataComm's portal was relaunched under the name tiscalinet.ch - following the example of its Italian counterpart tiscalinet.it. An international communication campaign is to position the Internet group Tiscali, to which DataComm also belongs, in Europe.
DataComm, which was taken over by the Sardinian telecom company Tiscali in January, continues to exist under this name for the time being, but the DataComm brand is doomed to die. The lettering "Tiscali" dominates the display windows of DataComm stores.
"" it also says on the website www.datacomm.ch, the former portal of the Basel Internet provider. A link leads to the new portal in delicate lilac, which was launched a few days ago: this closely follows the Italian model, as do the sister portals in Belgium, Spain, the Czech Republic, France and Germany. Tiscali aims to standardize its presence throughout Europe with country portals designed along the same lines.
Since the launch of Tiscalinet.ch, DataComm has once again offered its users a modern portal. However, to be able to play at the top of the Swiss portal business, the offering would have to be expanded considerably. "We are currently still negotiating with potential partners and will gradually expand our offering in the regional and national area," announces DataComm Managing Director Eliseo Palmieri, who replaced DataComm founder Dino Trovato as CEO a few weeks ago.
In the news area, DataComm has already gained a partner for Tiscalinet.ch: News.ch, the news portal of Internet Medien AG and Vadian.Net AG, will supply the content for Tiscalinet.ch during a three-month test phase. Which partner(s) will subsequently deliver the content in three languages is still open. Among others, Swiss Txt is also under discussion.
International advertising campaign by Saatchi & Saatchi
Advico Young & Rubicam was originally commissioned to run a DataComm advertising campaign in Switzerland. However, Tiscali's international market development strategy and the standardization of its portals throughout Europe then led to the advertising campaign also being designed on a Europe-wide basis.
That is why an international TV and print campaign by Saatchi & Saatchi, Milan, is now being launched in Belgium, Germany, France and Switzerland. The black-and-white commercial and various print motifs focus on the role of the Internet as an integrative factor in society and as a catalyst for the merging of cultures.
The advertising campaign features portraits of the poor and the rich, the young and the old, American police officers and Maasai warriors. Opposites that limit in the real world, according to the campaign's message, become a source of information by being brought together collectively on the Internet, thereby generating added value. The campaign's slogan, "I became millions of people and together we are the Internet," is meant to document this diversity.
On its website, Tiscali describes the basic idea behind the campaign in the following words: "The Internet is expanding the boundaries of our being and our possibilities. Tiscali is working to enable more and more people and ideas to participate in the life of the Net."
With this advertising campaign, Tiscali picks up on an original idea of the Internet, but one that is still far removed from reality. After all, the Internet is still a marginal phenomenon in most of the world's cultures and far from connecting them with the rich industrialized countries. And even within Europe, there is still a gap between rich and poor when it comes to Internet use, despite free access in most countries.
DataComm, which was taken over by the Sardinian telecom company Tiscali in January, continues to exist under this name for the time being, but the DataComm brand is doomed to die. The lettering "Tiscali" dominates the display windows of DataComm stores.
"" it also says on the website www.datacomm.ch, the former portal of the Basel Internet provider. A link leads to the new portal in delicate lilac, which was launched a few days ago: this closely follows the Italian model, as do the sister portals in Belgium, Spain, the Czech Republic, France and Germany. Tiscali aims to standardize its presence throughout Europe with country portals designed along the same lines.
Since the launch of Tiscalinet.ch, DataComm has once again offered its users a modern portal. However, to be able to play at the top of the Swiss portal business, the offering would have to be expanded considerably. "We are currently still negotiating with potential partners and will gradually expand our offering in the regional and national area," announces DataComm Managing Director Eliseo Palmieri, who replaced DataComm founder Dino Trovato as CEO a few weeks ago.
In the news area, DataComm has already gained a partner for Tiscalinet.ch: News.ch, the news portal of Internet Medien AG and Vadian.Net AG, will supply the content for Tiscalinet.ch during a three-month test phase. Which partner(s) will subsequently deliver the content in three languages is still open. Among others, Swiss Txt is also under discussion.
International advertising campaign by Saatchi & Saatchi
Advico Young & Rubicam was originally commissioned to run a DataComm advertising campaign in Switzerland. However, Tiscali's international market development strategy and the standardization of its portals throughout Europe then led to the advertising campaign also being designed on a Europe-wide basis.
That is why an international TV and print campaign by Saatchi & Saatchi, Milan, is now being launched in Belgium, Germany, France and Switzerland. The black-and-white commercial and various print motifs focus on the role of the Internet as an integrative factor in society and as a catalyst for the merging of cultures.
The advertising campaign features portraits of the poor and the rich, the young and the old, American police officers and Maasai warriors. Opposites that limit in the real world, according to the campaign's message, become a source of information by being brought together collectively on the Internet, thereby generating added value. The campaign's slogan, "I became millions of people and together we are the Internet," is meant to document this diversity.
On its website, Tiscali describes the basic idea behind the campaign in the following words: "The Internet is expanding the boundaries of our being and our possibilities. Tiscali is working to enable more and more people and ideas to participate in the life of the Net."
With this advertising campaign, Tiscali picks up on an original idea of the Internet, but one that is still far removed from reality. After all, the Internet is still a marginal phenomenon in most of the world's cultures and far from connecting them with the rich industrialized countries. And even within Europe, there is still a gap between rich and poor when it comes to Internet use, despite free access in most countries.
