Sunrise, a big player among Swiss providers of telecommunications, sell their products and services both to business and consumer markets. The private customer sector is highly volatile and heavily depends on a wide range of promotional campaigns and short-term offers. Most interactions are limited to selling a product and/or the contract. Increasing customer loyalty by making consumers spend more time interacting with Sunrise was considered to be a valuable approach for more sustainability.
Hennig proposed to create the “World of Apple” which celebrates the lifestyle associated with this brand. Using a “playful” approach, texts, testimonials, a “tips and tricks” section and much more demonstrate to the buyers of Apple equipment features and functions they might not know yet.