On 28 September 2025, the Swiss electorate was called to vote on a new e-ID proposal. This followed the clear rejection of a previous e-ID proposal by voters in 2021. furrerhugi was mandated by economiesuisse, Swisscom and IT industry associations to establish a business committee and run a campaign in support of the new e-ID proposal.
Within a short timeframe, furrerhugi developed a strategic concept for the business committee. Based on this, the messaging, visual identity, and both online and offline media planning were created. Through intensive stakeholder management, a committee of business-oriented stakeholders was formed. furrerhugi assumed operational campaign management and steered all campaign activities throughout the entire referendum period. This included, in particular, proactive media relations to ensure that the arguments of the pro camp were effectively communicated, especially to more rural and conservative segments of the population.
The proposal was approved by 50.4% of voters. Beyond securing approval, the campaign also helped anchor the argument that the e-ID is essential for Switzerland to keep pace with digitalisation.