Home Zurich: Swiss Post launches new image campaign
Swiss Post is continuously developing with the Group strategy “The Post of tomorrow”. An important prerequisite for this is the relevant relevance of the post. Aiming at this perception, Swiss Post’s communication strategy defines a respective focus in different phases. While the last strategy phases were about Swiss Post as an approachable company and then about the individual everyday needs of Swiss people, Swiss Post is now focusing on its key role for SMEs. This is what it says in a message that persoenlich.com is exclusively available in advance.
There are over 500,000 of these small and medium-sized companies in Switzerland, making up over 99 percent of all companies. They do what is indispensable for their customers and are employers for a large part of the population. Swiss Post is an important partner in everyday life for SMEs. The new image campaign that started on Monday performs this role. It was developed and implemented by Heimat Zürich. The agency was commissioned as the new lead agency last year after a multi-stage pitch (reported persoenlich.com).
The campaign positions Swiss Post as a provider of a wide range of services and products that support Swiss SMEs in their everyday life and development. Business needs are changing rapidly and sometimes unexpectedly. But no matter how things develop, you can always rely on Swiss Post in Switzerland, as the saying goes.
At the core of the campaign are four stories about people and their very different SMEs. For example, a trip to the country (in the PubliCar, the PostBus for sparsely populated areas, by the way) results in a new life plan on a farm with alpacas – or the incredulous amazement at the senselessly large packaging creates a start-up for senior friends. Again and again, the twists lead to situations in which the services of the post bring the solution – and thus also enable the course of the story.
The concept is not only the post their role or only in a point of resolution, but makes them the common thread of the stories. This concretizes the positioning as a needs-oriented, future-oriented company. Such a mechanism secures the presence in the means of communication. In this way, even if there is a distraction on second screens or if you click away, the post arrives as the sender and in its role with the target groups. This is also ensured by the fast narration of the films with almost consistently moving camera work. The films were directed by Alex Feil and produced by Pumpkin. The film was shot at numerous locations across Switzerland.
The stories and the language of the campaign form the basis for a broadly activatable communication platform. In addition to films on TV and online, the campaign also includes Instagram Stories, Digital Out of Home and a number of other measures for digital and analogue contact points. « TueThe image campaign sparks a new phase in the communicative support for the corporate strategy. Further activities on an image and tactical level will follow,” says Michel Sulser, Team Leader for Topics & Campaigns at Swiss Post, in a persoenlich.com interview.
Responsible at Swiss Post: Alexander Fleischer, Christina Buck, Tatjana Meichtry, Christian Perrella, Michel Sulser. Creative Agency: Heimat Zurich; Director: Alex Feil; Production: Pumpkin; Media agency: Havas. (pd/cbe)