Partner & Partner for Twint: Campaign with Beat Schlatter and Marc Sway
Following the successful launch of the Twint brand with selected innovators in 2015, the Postfinance subsidiary is following up this year. With a campaign that will be implemented individually for each language region.
"New School versus Old School" is the tagline for the current 2016 Twint campaign, and it's easy to see who stands for what: In the spots, Mark Sway and Beat Schlatter in German-speaking Switzerland, Yann Lambiel and his parodied personalities in French-speaking Switzerland, and fans of HC Ambrì-Piotta and HC Lugano in Ticino embody the two payment methods. "Last year's focus was mainly on building acceptance points and preparing and building a market that didn't exist yet. This year, Twint is now being made known to a broad public via these stories in a campaign, at the POS and with regional events," explains Luc Holzach, strategy consultant and junior partner at the Partner & Partner agency.
With a wink, singer Marc Sway stands for clever, cashless payment and actor Beat Schlatter for cumbersome, old-fashioned payment. In French-speaking Switzerland, actor Yann Lambiel is the one who tries to convince his characters (in the commercial, they are Christian Constantin and Pascal Couchepin) to use Twint. In Ticino, the old rivalry between the ice hockey clubs of Lugano and Ambrì-Piotta forms the core of the "New School versus Old School" story. Twint thus demonstrates its local roots and its claim to be the Swiss solution in mobile payment. The advantages of the digital wallet, as Twint confidently calls itself, are presented in a likeable way.
The creative implementation of the storyline developed by Partner & Partner was done together with the protagonists in the respective language regions. "Thanks to our Collaborative Creation Process, the identification among the personalities involved is much higher and the stories more credible for the brand and the audience," explains Creative Director Benno Maggi. The first wave of this audience campaign started in March 2016 and will remain on air for over four weeks with TV, posters, online, guerrilla measures, PR and social media.
Responsible at Twint: Michael Hügli (overall responsibility/marketing management), Evelyn Schneider Reyes (project management communications), Christine Kilchör (trade fairs/events). Responsible at Partner & Partner: Luc Holzach (strategy/consulting), Benno Maggi (consulting/CD), Martina Sager (project management), Federica Mele (AD), Lea Züllig (graphic design), Matthias Ziegler (text), Andreas Beugger (graphic design/animation); Who's McQueen (video production), Patrick Karpiczenko (direction); Oppenheim & Partner (PR); MediaSchneider (media), Webrepublic (online).
