When we launched 1818 in Switzerland we were up against several other newcomers and a respected and entrenched monopoly with Swisscom’s 111 information services. Within 8 months we’d won over 50% market share – plus an EFFIE. Obviously, the credit for the original goes to WCRS in the UK. Our job was to create a Swiss spin on the brand. We based ours on the Olympic skiing legends Bernhard Russi and Roland Collombin. A new version of Boney M’s “Daddy Cool” provided the soundtrack. It was all about memorability and affinity. We checked metrics weekly, adjusted work accordingly, tested and learned, churned out a constant stream of fun content with little time or budget. We also gave consumers plenty of ways to create their own costumes and videos - dozens of DIY 1818 characters began showing up on ski slopes, street parades and festivals. All this great stuff got funneled into social media platforms. It was a thoroughly modern model – even though broadcast TV often led the charge.