• Tiko (a Swisscom brand)
  • Enterprise Tech
  • Branding

‘Efficiency for good’: clarity, purpose — and a name — for a new, complex IoT business

Connected home devices still remain unchartered territory for many people. This technology, which saves customers energy consumption by constantly measuring tiny temperature fluctuations, is one of the first of its kind in Europe. It’s provided by Swisscom Energy Solutions: a partnership between Swisscom and international energy utility business, RePower. This relationship, as well as Swisscom’s entry to the energy sector, needed to be carefully considered and communicated.

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Tiko is provided by Swisscom Energy Solutions – a partnership between Swisscom and RePower, an international energy utility business. This relationship, as well as Swisscom’s entry to the energy sector, needed to be carefully considered and communicated

A complex offer made compelling

For a complex offer that connects a small box in the home all the way to a power station, it was vital to communicate how it works in a clear, simplified way. Competitors in the energy sector tend to use a formulaic approach to brand and communications. Our aim was to create and position this as the energy product consumers feel compelled to own.

How to explain it to a seven year old

To prioritise and clarify the offer’s value, we asked stakeholders how they would communicate the product to a seven year old. The range of responses was testament to the product’s complex, multi-layered proposition. In workshops with stakeholders, we helped to define the service proposition, identify its users and create notional user journeys.

“Given the technical nature of Tiko, and the unprecedented nature of the partnership (between RePower and Swisscom), the brand needed to bring clarity to the customer experience. Moving Brands worked with us to create a compelling human story amidst this complexity, and helped us to set a long term vision that Swisscom, RePower and our audience could embrace.”

Sandra Trittin, Founder and Head of Business Development and Marketing Tiko

A world-leading active smart grid

We identified and designed for the key moments in the customer journey – with a consistent voice from Tiko that demystifies the way it works and reassures users that their data is safe. We gave guidance on how to apply the system to the app interface, website and physical and digital stationery, and supported the Tiko team to create launch campaigns to educate and incentivise users. At launch, Tiko immediately attracted over 5,000 customers. The first active smart grid in Switzerland, Tiko is now one of the biggest in the world.