The brief is to establish the new top-level domain .swiss as a relevant asset in the minds of decision-makers in companies, brands, associations and institutions. The job of the campaign is to explain the value and processes behind a .swiss domain and encourage potential owners to sign up.
Strategy & solution
The virtual domain is represented in physical letters placed in business settings and public places. Tangible value propositions, testimonials and live events generate content for social media and the website and communicate the opportunities and values of .swiss. The social media channels serve as the backbone of the campaign.
The launch alone is reported across Switzerland. A total of some 56 million contacts are generated and 70,000 people visit the website. Eighty per cent of the target group (CEOs, VPs, owners) are made aware of the .swiss domain by social ads and posts. In the first year, over 30,000 applications are received, 16,000 of which are approved.