ESE Agency: Migros and Swisscom welcome Migros Mobile

"Heeeeeey" – say hello to Migros Mobile. Because Migros is launching its mobile phone subscriptions. It relies on the Swisscom network and a relaxed approach. Why? The subscriptions excel with their excellent price-performance ratio. This is also embodied by the campaign from Zurich agency ESE Agency.

From September 1st, customers will say hello to Migros Mobile. In the launch campaign, headlines therefore range from "Salettiiiiiii" to "Grüessech," "Alleeegra," "Prooooonto," or "Tschôôô." The launch campaign was created by the Zurich creative agency ESE Agency, which won the pitch for the account.

Migros Mobile's new telecommunications offering replaces the former M-Budget Mobile and positions itself in the low-price segment. These are subscriptions that speak for themselves – without participating in the promotional battles between other market players. Customers benefit not only from low prices but also from 5G on the Swisscom network, all-in-one solutions including internet, landline, TV, excellent customer service, discounts for families and shared flats, and other advantages. "Nowadays, it's not easy to find the right subscription – discounts here, hidden costs there. With Migros Mobile, we offer subscriptions where prices remain fair and the service is right. This is how we build a trustworthy brand in the telecommunications sector," says Rémy Müller, Head of Marketing & Communications at Migros.

Services so good they'd even elicit a "Laaaagomiiiio," a "Lääääck Bobby," or a "Nickeeeeel" from the models? ESE Agency focuses on approachability, likeability, and celebrates Swiss dialects. The advertising materials, some of which are regionally deployed, suit Migros, says Elia Binelli, Creative Director: "Migros macht meh für d’Schwiiz. Jetzt sogar noch mehr. Mit der Kampagne wollen wir zelebrieren, was verbindet: Kommunikation – und damit Sprache." The concept extends from (digital) out-of-home and print to social media formats, online ads, and Migros's own media channels.

Visually, the campaign combines timelessness with a modern touch. The vintage-look images by photographer Lennart Ritscher reflect the idea of low prices. The use of vibrant orange "M-Devices" creates a consistent element throughout the visual concept by ESE Agency's Creative Director Severin Gamper.

The advertising materials were created in collaboration with Visual Eyes (photo production), Lorenz Wahl (retouching), Detail AG (print artwork), and The Factory (display ad programming).

With the new campaign, the collaboration between ESE Agency and Migros enters its next phase: Following several promotional campaigns, social media support, and the mandate as lead agency for employer branding, the Migros Mobile account now follows.