When we launched 1818 in Switzerland we were up against a respected and entrenched monopoly with Swisscom’s 111 information services. Within 8 months we’d won over 50% market share – plus an EFFIE. We created hundreds of broadcast spots, online videos, social posts and sold thousands of singlets. Everyone wanted to be either 18...or 18.
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.