Over 400 Swiss francs a year – that’s how much the Swiss pay for cable reception, regardless of whether they use it or not. It's time that this changed. An integrated ATL and BTL campaign has informed Swiss citizens about the unnecessary charges and brought Sunrise into the game as the perfect alternative. An effective combination of measures has been used to convey the message – from direct mailing and a landing page through to out-of-home and guerrilla activities. The logo – a money-eating cable socket – acts as a visual anchor throughout the campaign.
Apart from the direct mailing, the landing page is the main channel for directly encouraging customers to switch. An attention-grabbing mouseover effect greets the visitor on the start screen. The necessary information is displayed briefly and concisely to allow users to click through it and is easy to use. The call-to-action, which is always in a prominent position, leads users to the options for switching to Sunrise Home and the area where the contract termination documents can be downloaded.
Raising awareness is well and good – but ultimately something also needs to happen. In order to make the switch to Sunrise easy for people, direct mailings with pre-printed, prepaid termination notices are the perfect tools: We provide a tangible experience, an additional touchpoint with the campaign and, above all, we avoid media disruption.
An average of 20 terminated cable connections daily
1,900 downloaded termination notices
Consumers have saved a total of CHF 50,000
Strong 6.3% conversion rate