Where there's a glitch, there's a way
Contexta has designed a completely new communication presence for TCS.
If your car breaks down, you know who you can rely on: With the Touring Club of Switzerland, the journey will soon continue again. "Getting on" is therefore the clear brand promise in a completely new communication presence that Contexta has designed for TCS. The Bern-based agency won the comprehensive contract in a pitch among four agencies. The primary goal of the campaign: to anchor the TCS as a strong umbrella brand with the clear brand promise "Getting ahead" in the minds of the target group.
The second aim is to publicize the many attractive offers of Switzerland's largest club in an appealing way in order to attract new members and retain existing policyholders. The forward strategy in this campaign aims to make it widely known that the TCS not only offers over 650 patrol and breakdown vehicles that provide assistance around the clock, but also offers legal protection insurance, car insurance, ETI travel assistance and other services in addition to this breakdown assistance.
Contexta is now cleverly linking these numerous TCS products to the brand promise "Getting ahead". In four films as well as in the print subjects, the TCS member is in the foreground in terms of both form and content. This clearly shows how the TCS member can "enjoy life in a relaxed manner", even if something unforeseen suddenly happens - as can be seen in the background of each subject and only at second glance. The campaign combines happy, smiling people and a not-so-everyday claim in each subject or commercial. The visuals come across as fresh, modern and with a pinch of humor. The point: despite the damage in the background, life goes on without a hitch in the foreground. For example, two Porsche drivers crossing paths on a mountain pass lose their mirrors - but before they lose their nerve, the TCS legal protection offer comes into the picture.
A new campaign design was also developed, which gives all communication materials an unmistakable face and a clear structure: the arrow, which is color-coordinated with the corresponding products, visually symbolizes "getting ahead" and runs as a common thread through every advertising medium. A uniform call-to-action element draws attention to competitions, discounts and benefits in a harmoniously striking way. For future publications, Contexta has also had a completely new visual world photographed with over 2000 images.
The new TCS campaign was launched on March 9 and plays in all disciplines from classic to dialog to online and promotions and is coordinated in such a way that everyone in Switzerland will soon know: With TCS you can get ahead.
Andreas Panzeri
The second aim is to publicize the many attractive offers of Switzerland's largest club in an appealing way in order to attract new members and retain existing policyholders. The forward strategy in this campaign aims to make it widely known that the TCS not only offers over 650 patrol and breakdown vehicles that provide assistance around the clock, but also offers legal protection insurance, car insurance, ETI travel assistance and other services in addition to this breakdown assistance.
Contexta is now cleverly linking these numerous TCS products to the brand promise "Getting ahead". In four films as well as in the print subjects, the TCS member is in the foreground in terms of both form and content. This clearly shows how the TCS member can "enjoy life in a relaxed manner", even if something unforeseen suddenly happens - as can be seen in the background of each subject and only at second glance. The campaign combines happy, smiling people and a not-so-everyday claim in each subject or commercial. The visuals come across as fresh, modern and with a pinch of humor. The point: despite the damage in the background, life goes on without a hitch in the foreground. For example, two Porsche drivers crossing paths on a mountain pass lose their mirrors - but before they lose their nerve, the TCS legal protection offer comes into the picture.
A new campaign design was also developed, which gives all communication materials an unmistakable face and a clear structure: the arrow, which is color-coordinated with the corresponding products, visually symbolizes "getting ahead" and runs as a common thread through every advertising medium. A uniform call-to-action element draws attention to competitions, discounts and benefits in a harmoniously striking way. For future publications, Contexta has also had a completely new visual world photographed with over 2000 images.
The new TCS campaign was launched on March 9 and plays in all disciplines from classic to dialog to online and promotions and is coordinated in such a way that everyone in Switzerland will soon know: With TCS you can get ahead.
Andreas Panzeri
