Swisscom DM LOST IN VAL SINESTRA by Contexta

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Industry Telecommunications Services
Media Direct marketing
Market Switzerland
Agency Contexta
Creative Director Moritz Staehelin
Client Service Director Christian-K. Meier
Producer Yves Bollag
Released July 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SWISSCOM
Product/Service: SWISSCOM TV
Date of First Appearance: Jul 16 2010
Entrant Company: CONTEXTA, Bern, SWITZERLAND
Entry URL:
Communications Manager: Patrizio Pivirotto (Swisscom)
Marketing Manager: Oliver Staehli/Daniel Beyeler (Swisscom)
Public Relations Specialist: Katja Reinhardt (Swisscom)
Chief Executive Officer: Nadine Borter (Contexta)
Creative Director: Moritz Staehelin (Contexta)
Interactive Director: Jeff Gerber (Contexta)
Copywriter / Concept: Conrad Malcher (Contexta)
Client Service Director: Christian-K. Meier (Contexta)
Account Director: Thomas Wyss (Contexta)
Director, Editor: Tobias Fueter (Stories)
Producer: Yves Bollag (Stories)
Director of Photography: Michael Saxer (Stories)
Visual Effects: Fabian Kimoto / Kevin Blanc (Stories)
Sound Design: Adi Frutiger (Stories)
Interactive Director: Michael Hinderling (Hinderling & Volkart)
Interactive Producer: Michael Volkart (Hinderling & Volkart)
Media placement: Teaser Website - Internet - July 16th 2010
Media placement: Cinema Trailer - 3 Spots - Cinemas all over Switzerland - July 16th 2010
Media placement: Online Ads - e.g. / / - July 16th 2010
Media placement: Facebook Fanpage - - July 16th 2010
Media placement: Seeding - e.g. advertising-, marketing-, tech- and movie-blogs / Facebook / Twitter - July 23rd 2010
Media placement: Movie-Website - - July 23rd 2010

Describe the brief/objective of the direct campaign.
The objective of the LOST IN VAL SINESTRA promotion was to convince a young, Internet-savvy target audience that Swisscom TV is Switzerland’s number-one provider for video-on-demand and TV entertainment.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
LOST IN VAL SINESTRA got to the heart of the target group by means of the mystery/horror/thriller genre. Using Facebook Connect, the cast of a fictional movie trailer was put together from 10 Facebook friends and personalised in a matter of seconds. The friends' profile pictures and names (audio, video, text) were then cleverly incorporated into the storyline in a stunning three-minute trailer for a horror movie. Brought to you by Swisscom TV.

Explain why the creative execution was relevant to the product or service.
A groundbreaking engine developed especially for LOST IN VAL SINESTRA personalises the trailer at the touch of a button using Facebook Connect: featuring more than just one person and in all parts of the film. The movie is then automatically posted onto the wall of all friends involved, thus generating incredible scope (10 friends with an average of 130 friends x 270,000 films generated). LOST IN VAL SINESTRA thus positions the Swisscom TV brand as the leading provider in entertainment and forward-looking technology. The promotion itself took place very subtly and took the user directly to the Swisscom Online Shop. The target group was informed about the campaign by short trailers in cinemas.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
LOST IN VAL SINESTRA is going viral with completely personalised movie trailers through all online channels: More than 270,000 personalised movies spreading around the world. Each film was sent to the 10 friends involved, or posted to their wall – that’s 2.7 million posts waiting to be viewed by others – reflected in the 2,048,778 page views. It’s no wonder LOST IN VAL SINESTRA has been awarded with a “Double Rainbow Awesome” by the tech press.