Brand Experience and Activation > Use of Promo & Activation
HEIMAT, Berlin / SWISSCOM / 2014
Overview
Credits
ClientBriefOrObjective
As one of the main sponsors of the Swiss ski team, Swisscom is always looking for new ways to support the athletes and to engage consumers and non-consumers with the brand.
They want the Swiss to experience the powerful net, be high-tech but human at the same time and add value to people's lives.
There are millions of hearts beating for winter sports each season, but not everyone can be there for the contests and cheer in person.
Implementation
For the winter sports season we came up with an app that allows fans to cheer for their favourite athletes by sending them their heartbeats. It brings fans and athletes closer than ever.
The free app uses the Xenon-Flash to measure the heart rate, which the user can then dedicate to up to three athletes.
74,614,016 single heartbeats were counted up to this point on the campaign’s microsite and displayed live on big screens at skiing events.
The app was launched along with an integrated campaign putting the focus on the athletes, who were depicted in a heroic way.
Outcome
25.000 downloads and 170.000 interactions were registerd.
Up to this point more than 76 million heartbeats were measured and sent to the athletes.
Through online communication more than 36 million impressions and around 396,000 clicks were generated.
Three athletes posted the campaign on their Facebook wall and reached more than 500,000 people.
At a skiing event in Switzerland, more than 200,000 heartbeats were dedicated in one day.
Relevancy
Nothing supports someone in a more personal and immediate way than letting them know your heart is beating for them. The swissheart app uses modern technology to bring people closer than ever. This is a promise Swisscom makes every day to their customers.
Supporting the Swiss Ski Team from anywhere, the app conveys a feeling of universal Swiss togetherness, which is inherent to the brand.
In a nutshell, Swisscom does what it does best: Connecting hearts. The brand became an important part of the Swiss fan culture.
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