To raise public awareness of communication app iO, an online video by Heimat retells the life story of Tina Turner. iO is the communication app from Swisscom that allows users to place free calls and send free messages worldwide being in WIFI, all while meeting the highest quality standards when it comes to security. Sensitive data remains in Switzerland and is subject to Swiss data protection laws, something users can rely on.
The idea behind the short film – that the rock legend has always felt “pretty Swiss” – is not that far from the truth. Turner is a big fan of the country she has chosen to call home for 20 years. In fact, she even became a Swiss citizen in 2013: “I really like the fact that the Swiss are so modest and respectful. It’s one of the reasons why I feel so at home here. Discretion and protecting people’s privacy is a big deal here – just like when you use iO.”
“It is a well-known fact that the Swiss feel that discretion is very important,” Tim Alexander, Head of Marketing and Brand Communication at Swisscom, says. “A communication app where the data is processed using domestic servers is perfect for anyone looking to protect their data. So our slogan, ‘By the Swiss, for the Swiss’, seeks to address everyone who feels Swiss when it comes to security, no matter where they are actually from.”
Plans are in place for media articles, banner flights, cinema adverts, social media activities and POS promotions.
Credits
Creative agency: Heimat, Berlin
Creative Director: Ole Vinck, Michael Schachtner
Client Service Director: Roman Jud
Senior Account Manager: Marta Kolodziejczyk
TV Producer: Alexander Münzer
Video production: Stories GmbH
Director: Johan Kramer
DOP: Wouter Westendorp
Music: Yessian Hamburg
Client: Swisscom Schweiz AG
Head of Marketing b2c: Davide Pincin
Head of Communication Wireless: Olivier Stähli
Communication Manager: Nathalie Maibach,
James Lao
Media agency: Mediaschneider
Celebrity consulting: Special Key
