Sir Mary implements content offensive for Sunrise Freedom Young

With offers such as unlimited data for Whatsapp and Snapchat or tailored rates for under-30s, Sunrise is doing everything it can to meet the needs of the younger generation. Sir Mary was tasked with anchoring the telecommunications company as a strong brand among the target group in the long term.

"The solution is not a typical advertising campaign, but an ecosystem of diverse content elements: From an entertaining post to a 3-minute IGTV documentary, relevant Sunrise topics are orchestrated into a story across different channels" explains Nicolas Hostettler, Strategy Director at Sir Mary. The digital branding measures include an increased presence on Instagram with a focus on moving image content, long-term media cooperations and influencer marketing.

In addition to the content offensive, Sir Mary is also responsible for the paid media area via the various channels. In this context, Gen Y and Gen Z are continuously guided to the appropriate products via data-based communication. For this purpose, a trigger concept was developed that reflects the specific needs of the target group, such as the expiring contract, a shattered screen or the lower age threshold of the competitor's youth subscriptions. A separate communication, including imagery and landing page, was created for each trigger. Using display programmatic and social channels such as Facebook, Instagram and Snapchat, the ads are played out to the right target group using targeting strategies.

The resulting always-on strategy was developed in close collaboration with Sunrise. It allows Sunrise to communicate at eye level with the target group 365 days a year and to bind them to the brand with relevant content throughout the entire customer journey.