Swisscom Promo LOST IN VAL SINESTRA by Contexta

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Switzerland
Agency Contexta
Creative Director Moritz Staehelin
Client Service Director Christian-K. Meier
Producer Yves Bollag
Released July 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
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)
PR Specialist: Katja Reinhardt (Swisscom)
CEO: 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)
Sounddesign: 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 objective of the promotion.
The objective of the LOST IN VAL SINESTRA promotion is 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 how the promotion developed from concept to implementation.
LOST IN VAL SINESTRA gets 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 is put together from 10 Facebook friends and personalised in a matter of seconds. The friends' profile pictures and names (audio, video, text) are then cleverly incorporated into the storyline in a stunning three-minute trailer for a horror movie. The promotion itself takes place very subtly at the end of the film and takes the user directly to the Swisscom Online Shop – where he can order Swisscom TV online.
Explain why the method of promotion was most relevant to the product or service.
Just like Swisscom TV, LOST IN VAL SINESTRA offers great cinema at the touch of a button. By means of a film based on the horror/mystery genre and Facebook Connect, LOST IN VAL SINESTRA gets right to the heart of the target group. The promotion is therefore kept as simple as possible – but in conjunction with the latest technology and the entertainment value of tomorrow.
Describe the success of the promotion with both client and consumer including some quantifiable results.
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 is 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.