Image campaign
Monster Princess launches new brand strategy
Swisscom is launching a new brand strategy along with a matching campaign. The star of the first commercial is the little Monster Princess.
Swisscom stands for quality, trust and innovation. The brand is unmistakable – virtually everyone in Switzerland knows it. It’s no coincidence that, according to "Brand Finance", it is one of the world’s strongest telecoms brands. "Our brand is well positioned," says Olaf Geuer, Head of Brand at Swisscom. "But the competition poses a challenge with new technologies and players entering the market. A strong brand that customers feel connected to is more important than ever." That’s why, a cross-divisional team of Swisscom refined the brand positioning and launched a new communication platform.
From "Ready together" to "Discover your possibilities"
The visual identity was gently refreshed as a basis for a consistent and impactful brand experience. The branding features a slightly updated logo, fresher colours, and new imagery. The previous slogan "Ready together" is being replaced by "Discover your possibilities." "The slogan conveys confidence and approachability and focuses on action." It’s an invitation to everyone to discover what’s possible thanks to new technologies," says Geuer.
Here comes the Monster Princess
The new strategy will launch on 19 May with a new campaign at. At the heart of this integrated campaign is the commercial featuring six-year-old Mia, who is particular when it comes to choosing her bedtime story. So her father writes a story just for her – with help from GenAI. The result is the story of a princess who also wants to be a monster. And to make Mia even happier, her father – again with GenAI’s help – creates a book about the Monster Princess. It is even made into a film. The commercial ends with the father and daughter attending the film premiere.
Artificial intelligence you can touch
We don’t just feature the Monster Princess book in the commercial – we take it a step further," says Alice Sauerer, Head of Marketing Strategy, Campaigning & Insights. "We’re turning it into a high-quality children’s book – written and illustrated with GenAI," making AI, which is often seen as abstract, and our new brand positioning tangible for everyone." In keeping with the slogan “Discover your possibilities”, the book includes a guide on creating your own bedtime story using GenAI.
The book is available in a limited edition of 6,000 copies in Swisscom shops. It is also available as a PDF at www.swisscom.ch/discover. The campaign includes TV and cinema commercials, posters, digital out-of-home placements and various online and social media activities. It’s not all about the Monster Princess – the real message is "Discover your possibilities."
Responsible at Swisscom: Olaf Geuer (Head of Brand), Pierre Besnard (Head of Marketing Communications & Commercial Management), Alice Sauerer (Leader Marketing & Channel Management), Felix Zürcher (Project Manager Communication platform and Campaign), Nicolai Reuland (Co-Lead Brand Marketing & Communications), Tamaris Erni (Co-Lead Brand Marketing & Communications), Régine Cavicchioli (Creative Director), Simon Lanzi (Concept), Pascal Frey (Creative Director Brand & Design Lead), Milos Radovic (Head of Marketing Strategy B2B), Chrystelle Muratel (Head of B2B Marketing), Karoline De Falco (Social Media Manager) External Partner: David Lübke (Creative Direction), Marvin Hugentobler (Creative Direction), Edi Walker (Consulting), Serviceplan Production: CZAR (Film Production), Bart Timmer (Director), Nanu Segal (DOP), Florian Nussbaumer (Executive Producer), Louis von Mallinckrodt (Line Producer), Maciek Pocoga (Photographer), Ballad (Music), Dubdub Studios (Sounddesign & Mix) Media planning: Swisscom and Mediaschneider in close cooperation.
