Observed Signal · May 26, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
Sunrise launches 'Sunrise Rewards' loyalty program
Swiss telco Sunrise has launched 'Sunrise Rewards', a loyalty program that rewards existing customers for the length of their relationship with the brand. The campaign was developed by agency Thjnk Zürich and includes two TV spots, OOH and DOOH creative, online placements and a nationwide media rollout. Creative work highlights humorous telco situations and visualises loyalty points as symbolic benefits. Sunrise simultaneously gave the brand a visual refresh. Sunrise quotes Sandro Tschuor, Senior Director Brand, MarComs & Sponsoring, describing the move as a category‑level paradigm shift because it rewards customer loyalty rather than incentives for switching.
National telco (Sunrise) launched a loyalty program and nationwide campaign; relevant to marketing and retention strategies but not a major industry‑shifting technical or policy event.
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Key Takeaways & Evidence Grounding
- Sunrise launched the 'Sunrise Rewards' loyalty program aimed at existing customers.
- Thjnk Zürich developed the campaign promoting the program.
- The program rewards customers with loyalty points based on the duration of their relationship.
- The campaign includes two TV spots and OOH/DOOH, plus online distribution; the brand received a visual refresh.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Sunrise named main partner of Zurich Film Festival
Swiss telecom operator Sunrise announced a three-year Main Partnership with the Zurich Film Festival (ZFF), becoming the festival's fourth main partner alongside UBS, Mercedes‑Benz and NZZ. The agreement includes Sunrise providing internet access and mobile and fixed-line telephony to the festival. Sunrise customers will receive exclusive offers via the company's Rewards programme; business customers are offered VIP packages for the Opening and Award Night and a hospitality event with a film premiere. ZFF CEO Christian Jungen and Sunrise CEO André Krause are quoted in the joint press release. The partnership marks Sunrise's first named presence in the film segment after prior focus on music, sports and events.
Mona and Mateo Launch Swisscom Youth Discount Campaign
Swiss creative agency Mona and Mateo has developed the launch campaign for Swisscom's new youth discount 'Young Benefit'. The campaign is running across Switzerland on OOH, DOOH, cinema, online, and social media. The central design element is a split-screen visual that plays with the contrast between half price and full network coverage. The split-screen mechanic is adapted per channel; in cinema, the split screen is played acoustically and visually across the two halves of the auditorium, while in the audio spot, voices are distributed across left and right audio channels. The campaign aims to communicate the offer in a way that resonates with young people, who may have smaller budgets but high expectations.
Smile insurer targets older audience with new influencer campaign
Swiss online insurer Smile is shifting its marketing focus to an older audience while retaining younger customers. The company has added comedy couple Loredana and Kilian Bamert (known as “Saturday & Sunday”) and Basel content creator/moderator Pasquale Stramandino to its roster of advertising faces, while longtime partners Zeki and Naomi Lareine have departed. The summer-to-autumn campaign runs from 10 August to the end of October with TV spots across public and private broadcasters (SRF, RTS, 3+, RTL, Pro7, Sat.1, TF1), complemented by out-of-home posters (10–23 August), megaposters through 6 September, and digital activity including Instagram. Smile continues to sponsor the Smile Swiss Influence Award and its Newcomer Award, which gives emerging creators a role in national TV campaigns.
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