Why is this work relevant for Print & Publishing?

The Swisscom “What You Really Want” print advert appeared in the Switzerland’s largest Sunday paper. Hijacking the Swiss TV Guide to show rusted-on television watchers the power of streaming through a medium they could understand.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

Swiss people between the ages of 40 and 60 are still tuning in to watch their favourite shows on linear television. Despite the proliferation of streaming services and new ways to consume content, this demographic has remained attached to traditional television like a devoted barnacle. So instead of speaking to them about the convenience of now, we decided to show them the inconvenience of the past.

Describe the Impact:

The “What You Really Want” campaign was a huge success across Switzerland. 71% of people who saw the campaign became aware that blue TV had begun hosting Disney+, a 24% increase over people who hadn’t seen the campaign. Overall, “What You Really Want” was met with above average levels of positivity, with the overall perception of blue TV’s value-for-money proposition seeing significant improvement amongst residential customers of all ages.