Sir Mary: yallo shows what it can't do
Sir Mary continues to expand its collaboration with Sunrise and positions the secondary brand yallo even more strongly as a full telco provider with a simple message and quirky stories.
The launch campaign for the new yallo positioning promises nothing that yallo cannot deliver. Instead of artificially inflating the offering, the new campaign confidently acknowledges things that yallo cannot do. The value proposition sticks all the better for it: yallo can do mobile, Internet and TV.
The trick of introducing the message with a negative dramatization creates space for humorous, offbeat stories that focus on entertainment value. The stories are as diverse as the possibilities offered by the catchy campaign style: A portly man in Speedos taking a yallo tanning shower, a spectacular yallo spaceship on its way to Mars, a gentleman at the hairdresser's under a yallo curly cap, and a female solo entertainer on a glittering yallo stage. The pointed spots and subjects all have something in common: the yallo-branded ventures fail mercilessly, because after all, yallo can neither tan, nor fly to Mars, nor curl, nor sing.
Stefan Fuchs, Executive Director at yallo underlines: "The campaign further strengthens the yallo brand as a smart, cheeky telco provider that not only offers low-cost deals, but also a comprehensive service package with mobile, Internet and TV."
In a first wave, the campaign will be visible throughout Switzerland from March 27. With TV spots, online videos, social media ads, TikTok and Tinder specials, OOH posters - and special posters that were deliberately stuck on the wrong billboards. Because, of course, yallo can't stick posters either.
Responsible at Sunrise: Stefan Fuchs (Executive Director Flanker Brands), André Hodel (Senior Director Customer Growth & Brand), Maike Büchler (Senior Marketing & Communications Manager), Mariangela Coco (Senior Director Online Marketing), Carlotta Patané (Marketing & Communications Manager). Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Florian Birkner (Senior Copywriter), Torben Cording (Senior Art Director), Cosima Pereira (Senior Art Director), Paul Gutjahr (Digital Art Director), Nadine Treml (Account Manager), Nicolas Hostettler (Managing Director), Anne Muhl (Strategy Director), Alexia Siegwart (Junior Strategist), Anna Jakrlin (Senior Content Consultant), Jessica Do Amparo (Senior Content Consultant), Fernando Perez (Art Director), Jeannine Buscher (Visual Storyteller), Alisha Wüest (Junior Social Media Consultant), Luca Zurfluh (Editor/Post), Fabian Habisreutinger (Strategy Director Media & Data), Maurizio Rugghia (Founder, Managing Partner), Daniel Zuberbühler (Founder, Managing Partner). Partner: Annina Zimmermann (Producer, Boom Production), Sören Schmidt (Producer, Boom Production), Wolfberg (Director), Sander Vandenbroucke (DoP), Paula Patocka (Photography), Ivana Ceranic (Production Designer), Tomas Klimek (Editor), Ralf Leeb (CGI Artist), Viktor Ekrt (Sound Designer), UKO (Audioproduction), RECOM GmbH (CGI/Image Retouching), Marco Rose, Cédric Zwicky (Mediatonic), Jill Rodenrijs, Julia Lauper, Julia Treudler (WebRepublic)
