With the rise of the web and new digital tools, advertising campaigns have become increasingly sophisticated. The combination of traditional advertising channels with digital ones has become more and more common in today’s campaigns, creating synergies between them. This is what is commonly known as multichannel advertising campaigns, which amplify a message across multiple channels.

Unfortunately, until now, very few campaigns can truly be described as successful in Switzerland, and the Swiss marketing landscape has left us somewhat wanting.

Wingo campaign: finally, a model to follow?

And then Wingo launched a multichannel advertising campaign at the start of 2015 that genuinely made us want to take a closer look! In a nutshell, Wingo is a Swisscom-backed brand offering high-speed internet access at an attractive price.

In my view, everything is there: relevant teasing and smart use of the different channels. I therefore wanted to take a closer look and share my analysis with you.

Rest assured right away, I am neither sponsored

Actions carried out during the multichannel advertising campaign

Step 1: the teaser phase

• At the end of March, several billboards in all major Swiss cities displayed mysterious images such as a failed tattoo or a disappointing romantic encounter. Romain Pittet had also written an article presenting this teaser campaign.

• The headline read: “that’s enough”, along with a single hashtag, #WYSIWYG, to spark discussion on social media.

• A front page of the daily 20 Minutes was also used.

Step 2: the reveal

• On April 1^st, a new poster campaign was unveiled, this time featuring the name of the new brand and offer: Wingo.

• It was also supported across many other channels (non-exhaustive list): TV campaign on the main national channels, YouTube videos, targeted advertising on Facebook and Twitter, etc.

My analysis

Of course, when you are Swisscom, it is easier to roll out a campaign of this scale, but I remain convinced that there are several good ideas worth borrowing, even for much smaller advertising budgets.

The teaser phase

Personally, I really liked the use of teasing, which was graphically very successful and, above all, spoke directly to its target audience: young urban consumers. A genuine sense of anticipation was created around this campaign. The hashtag idea is excellent because it makes it possible to trigger conversations around the campaign and channel them.

Adapting the message to each channel is key

The main takeaway is that the message must be adapted to the channel and not copied and pasted identically across all of them. The poster teaser was very well executed, and the TV campaign cleverly picked up the same idea in an adapted form. The same applies to social media, where the conversational aspect was brought more strongly to the fore.

Not everything is perfect, of course! For example, I think YouTube could have been used better. More videos tailored to that format, more numerous and more engaging, could have increased the impact of the message.

More importantly, Wingo’s social media channels will need to be kept alive, otherwise the brand risks losing fans along the way because of a lack of content.

Conclusion

I sincerely believe that with Wingo we have a first campaign that should inspire future ones. We are moving in the right direction, but there is still a great deal to learn in order to master all the aspects of a multichannel campaign!

If you would like more tips and analysis on the world of digital marketing in Switzerland, feel free to visit the PME WEB blog 🙂