Car show campaign: Farner unites people and cars
With its new campaign for the 2019 St. Gallen Auto Show, themed «Lighting the Way for the Next Generation,» the Farner agency has created an eye-catcher—and that’s meant quite literally.
Already in the eighth year the agency accompanies the Auto-Show St.Gallen. Every year, a new theme is designed, always taking into account the changing mobility trends. The fact is: "Buying a car remains an emotional experience and is based on trust in the garage owner, for which the Auto-Show St.Gallen offers the ideal platform," says the client, Tobias Zollikofer, president of the Auto-Show.
Together with its long-standing customer "Verein Neuwagenausstellung der St.Galler Garagisten", Farner St.Gallen AG launched a new motif and developed its communication measures accordingly. The focus of the content is on the mobility of the future. Cars are becoming more and more intelligent and are approaching their driver with their skills and knowledge. The driver's tasks are changing due to the many additional functions such as various assistance systems, and driving a car is becoming a new experience.
With this, the Farner agency also creates the derivation to this year's subject: Because in an exaggerated sense, the cars are humanized. The flashing headlights, which were used as eyes for the shooted woman or man, stand out dramatically on the dark background in various applications: E-boards and E-panels at the St.Gallen train station surprise with the delayed flashing effect and make passers-by look twice. Through a uniform campaign construct, this surprising subject is visible at all points of contact with the addressee. Various channels were used, such as social media, mega screens, passenger TV, posters and advertisements.
The Auto Show St.Gallen will take place from Friday, March 22 to Sunday, March 24, 2019. In each case one week after the Geneva Motor Show, the latest car models are exhibited in eastern Switzerland. In 2019, the largest decentralized new car exhibition in eastern Switzerland will be held for the 27th time. Under the motto "Lights on for the next generation", twelve garages will open their doors this year and present models from over 40 brands.
Responsible at Auto-Show St.Gallen: Tobias Zollikofer (President), Rolf Zollikofer, Sepp Mauchle, Gregor Bucher and Bruno Eugster (Board Auto-Show St.Gallen). Responsible at Farner: Martin Fuchs (Creative Direction), Jan Walser (Art Direction), Jacqueline Graf (DTP), Stefanie Krüsi, Petra Moser, Samuel Güttinger (Consulting). Photography & CGI: Carioca Studio (Visualeyes International) .
