New Swisscom campaign by Heimat Berlin
In their current campaign, Swisscom and Heimat show how the new Swisscom TV 2.0 offerings put the old TV in the shade.
The latest product innovations are responsible for this: With voice search, UHD picture quality, and TV Air, viewers experience television in a whole new way. The new campaign is designed to show Swisscom's innovative strength and at the same time illustrate how attractive the medium of TV is. "Even as children, we are drilled into our heads that TV is bad and makes square eyes. But let's be honest: TV can also be captivating, emotional and intelligent. Especially when unique innovations like intelligent voice search in Swiss German make our customers' lives easier," says Tim Alexander, Head of Marketing & Communications at Swisscom. With UHD picture quality, the TV experience becomes even more intense, and with TV Air, TV can be watched anytime and anywhere, even on the go. In short, it makes watching TV even more fun. This insight led to the campaign's central idea: The latest generation of the best entertainment is here.
The campaign was creatively implemented by Swisscom's lead agency Heimat. In a TV spot, a worn-out movie hero plays the leading role: an old knight who doesn't want to warm up to Swisscom TV 2.0 at all. Because no one likes to watch him himself now. Even his own son prefers the latest features of the TV box to his father's old films.
Spot variation "UHD
https://www.youtube.com/watch?v=4eotMGoSd3E
Spot variation "Voice control":
https://www.youtube.com/watch?v=Jc1J8kVc2SQ
The TV spot has been running since May 23 on all high-reach stations in Switzerland - flanked by online measures, print ads, posters and social media.
Film production: Who's Mcqeen Picture
Director: Greg Bray
Client: Swisscom
Creative agency: Heimat, Berlin
Media agency: Mediaschneider, Zurich
Web agency: Emoticom, Bern
Online agency: Plan.Net, Zurich
