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Swisscard Uses Puns to Promote Miles Collection

Swisscard commissioned Zurich-based creative consultancy Futureworks to create what they describe as the brand’s first top-of-funnel campaign for the Swiss Miles & More credit cards. The campaign uses wordplay that merges well-known travel destinations with the German word for miles (examples: Mallorca → “Meillorca”, Miami → “Meilami”, Malaga → “Meilaga”) and the claim “Meilen machens möglich” to explain the everyday benefit of collecting miles. Swisscard says the goal is to make the value of mile-collection simple and memorable for a broad audience. Nikola Vuongova, Brand & Campaign Lead for the Swiss Miles & More credit cards at Swisscard, framed the work as a new, playful communication approach. The campaign ran through mid‑June across Zurich train stations, Zurich Airport, Working Bicycles, social channels and the streaming service Zattoo; media planning was handled by Incubeta.

• Futureworks (Zurich creative consultancy) developed Swisscard’s first top-of-funnel campaign for Swiss Miles & More credit cards.
• The creative concept uses wordplay on travel destinations (e.g., "Meillorca", "Meilami", "Meilaga") and the claim "Meilen machens möglich".
• Swisscard says the campaign aims to communicate the everyday value of collecting miles to a broad audience.