New Lgk launches T-shirt as public transport ticket
Bernmobil is showcasing its environmental and customer-friendly approach with a campaign created by Neue Lgk: Customers who wear a Bernmobil T-shirt in a clearly visible place can ride trams and buses for free for one month. The response has been positive—only the SVP takes issue with the slogan «Green Rides Red,» viewing it as political party advertising financed with taxpayer money.
With the current campaign from Neue Lgk, Bernmobil is positioning itself as an environmentally friendly alternative to private transport. Posters and advertisements were used to call on people to pick up a T-shirt, with which passengers can travel by streetcar and bus free of charge for a month - as long as they wear the T-shirt visibly. In this way, Bernmobil wants to reward customers for their environmentally friendly behavior and for their commitment as an advertising medium for the good cause.
The initial results are impressive: At times, a 30-metre-long queue of people waited outside the Libero store (point of sale for the fare network), and all 800 T-shirts were gone in just over two days, the agency announced.
The campaign was also a topic in the media. Coverage ranged from Schweiz aktuell to the Bund and 20 Minuten to the "Rose of the Week" in Schweizer Illustrierte. Only the Bernese SVP took exception to the T-shirt slogan "Green drives red" and recognized it as party advertising financed with taxpayers' money. The campaign runs until September 12. Advertising materials: T-shirts, textile streetcar hangers, buttons, posters, advertisements, flyers, posters, follow-up mailing.
Responsible at Bernmobil: Roman Gattlen (Head of Marketing), Monika Scheiwiller (Head of Marketing Communications). Responsible at the New Lgk: André Benker (Creative Direction), Stephan Wittwer (Art Direction), Lukas Schmid (Text), Andreas Wyss (Graphics), Alfredo Trasatti, Nicole Brunner (Consulting), Dan Cermak (Photo).
The initial results are impressive: At times, a 30-metre-long queue of people waited outside the Libero store (point of sale for the fare network), and all 800 T-shirts were gone in just over two days, the agency announced.
The campaign was also a topic in the media. Coverage ranged from Schweiz aktuell to the Bund and 20 Minuten to the "Rose of the Week" in Schweizer Illustrierte. Only the Bernese SVP took exception to the T-shirt slogan "Green drives red" and recognized it as party advertising financed with taxpayers' money. The campaign runs until September 12. Advertising materials: T-shirts, textile streetcar hangers, buttons, posters, advertisements, flyers, posters, follow-up mailing.
Responsible at Bernmobil: Roman Gattlen (Head of Marketing), Monika Scheiwiller (Head of Marketing Communications). Responsible at the New Lgk: André Benker (Creative Direction), Stephan Wittwer (Art Direction), Lukas Schmid (Text), Andreas Wyss (Graphics), Alfredo Trasatti, Nicole Brunner (Consulting), Dan Cermak (Photo).
