"One demographic in Switzerland is still tuning into classic TV everyday: adults between the ages of 40 – 60. Swisscom, Switzerland’s largest communication and entertainment provider wanted to advertise its new digital smart box and service, blue TV to this demographic. But how do you communicate the perks of streaming to a generation who has, up until now, staunchly remained attached to classic television?

Swisscom’s solution was to create a camouflaged advert in Switzerland’s weekly TV guide. The advert was designed to look like a regular listing in the guide. So, when people checked the paper to see what was playing, they also saw that blue TV was playing what they really wanted, when they really wanted it. The advert’s placement creates a direct comparison between traditional linear television and the versatile world of streaming. Inviting the target group to experience their entertainment on their own time, not the networks."

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.