Swisscom: Monsterprinzessin
Winner
Excellent Brands
Telecommunications and IT
Credits
Company / Customer
Details
In 2025 Swisscom repositioned its brand to become more approachable, confident and dynamic. Our research has shown that non-customers see us as cold and sometimes even arrogant. We did a complete rebranding that followed our new brand strategy called "NEO". Our launch campaign tells the story of a father who creates a bedtime story for his daughter with AI. The campaign gives a warm and positive outlook onto the future and shows how to use new technology in everyday life. We printed the book over 10'000 times in the national languages and gifted it to our customers. Success on all KPI's & Swisscom has the highest reputation ever since.
The Jury‘s Statement
With its repositioning, Swisscom responds to a clear perception problem and reanchors the brand in people’s everyday lives. The campaign "Monsterprinzessin" ("Monster Princess") makes this stance tangible through a simple, contemporary scene: a father creates a bedtime story for his daughter using AI. Rather than explaining technology, the communication shows its human benefit. The execution brings together storytelling, tone of voice and a physical book gift into a coherent brand presence that creates closeness where telecommunications often remains abstract.
