Tony, bring home some more flour
Ex-cyclist pedals in McCann-Erickson campaign for Diax
The ex-cyclist pedals in a McCann-Erickson campaign for DiaxIn order to communicate the minimal coverage advantage of its mobile network, an appearance by Swisscom last year alluded to the lower values of its competitors. Now Diax is countering in a sporting way: to advertise the almost complete coverage of its mobile network (over 95 percent), the telecom company sent Swiss ex-professional cyclist Tony Rominger, equipped with a cell phone, on a Tour de Suisse. The idea for this documentary-style product campaign, consisting of cinema and TV spots, advertisements and posters, came from McCann-
Erickson, Zurich. The implementation follows on from the umbrella brand concept launched a year ago, in which Swiss celebrities promote the benefits of the telecoms provider.
Tony, why don't you bring home some more bread and flour
The wacky and funny films are presented as fictitious stage reports. They show Tony Rominger in a good mood, who is obviously in no hurry to reach the stage finish. Much to the annoyance of his exasperated coach, who tries in vain to spur him on from a support vehicle, the professional cyclist interrupts his ride during an ascent on the Schaffhausen-Einsiedeln stretch, for example, to take a call from his wife, who asks him to buy bread and flour on the way. On the stage from Moutier to Bulle, he even picks up the phone himself: from a bakery, he calls his medical advisor to clarify whether he is breaking doping laws if he eats a vanilla roll for refreshment.
The TV films were realized with the Viennese production company Propeller Film, the advertising motif and poster subject were photographed by Michel Comte, cousin of Daniel Comte, the CD Art at McCann-Erickson, Zurich. The headline of the print motif "I'm driving across Switzerland right now, you can reach me anywhere," was put into the mouth of the former showcase athlete by Claude Catsky, CD Text.
A market with dreamlike growth rates
Mobile telephony is a growth market: According to the NZZ, the number of mobile subscribers to the providers Swisscom, Orange and Diax rose by 50 percent to 4.6 million customers. The market leader with 3.17 million cell phone customers is Swisscom, which gained 886,000 new subscribers last year. 500,000 new cell phone customers joined Orange, which now has 800,000 customers. Diax increased its customer base from 465,000 to 60,000. Ernst Weber
Erickson, Zurich. The implementation follows on from the umbrella brand concept launched a year ago, in which Swiss celebrities promote the benefits of the telecoms provider.
Tony, why don't you bring home some more bread and flour
The wacky and funny films are presented as fictitious stage reports. They show Tony Rominger in a good mood, who is obviously in no hurry to reach the stage finish. Much to the annoyance of his exasperated coach, who tries in vain to spur him on from a support vehicle, the professional cyclist interrupts his ride during an ascent on the Schaffhausen-Einsiedeln stretch, for example, to take a call from his wife, who asks him to buy bread and flour on the way. On the stage from Moutier to Bulle, he even picks up the phone himself: from a bakery, he calls his medical advisor to clarify whether he is breaking doping laws if he eats a vanilla roll for refreshment.
The TV films were realized with the Viennese production company Propeller Film, the advertising motif and poster subject were photographed by Michel Comte, cousin of Daniel Comte, the CD Art at McCann-Erickson, Zurich. The headline of the print motif "I'm driving across Switzerland right now, you can reach me anywhere," was put into the mouth of the former showcase athlete by Claude Catsky, CD Text.
A market with dreamlike growth rates
Mobile telephony is a growth market: According to the NZZ, the number of mobile subscribers to the providers Swisscom, Orange and Diax rose by 50 percent to 4.6 million customers. The market leader with 3.17 million cell phone customers is Swisscom, which gained 886,000 new subscribers last year. 500,000 new cell phone customers joined Orange, which now has 800,000 customers. Diax increased its customer base from 465,000 to 60,000. Ernst Weber
