The Swiss telecom picture is stamped by the monopoly position of the previous state-owned provider Swisscom. The Sunrise offer is therefore radical because it offers internet access for free, although the company itself must pay for the state service. The offer is a genuine revolution in the telecom market. That’s why in the first teaser phase the revolutionary movement “freeintenet.ch” was created. The group made direct contact with the public through actions on the street, by collecting signatures on the microsite, with films on YouTube carrying the web address and, of course, with blogs.

We brought into being a group of activists who consider “cost-free internet access” a basic need and who for that reason promoted “free Internet for everyone” with subversive actions. Newspapers and bloggers reported the movement and generated, along with measures in the categories of Outdoor, TV and Press, the necessary awareness for the bundle offering, which was only concretely communicated in a second phase.