Crome arranges EM warm-up for the seven railcities
The Basel-based advertising agency Crome is promoting the benefits of Railcity using soccer imagery. This campaign, too, draws inspiration from the European Soccer Championship—but without mentioning the event itself, thereby avoiding any risk of trademark infringement. Elegant.
This spring, SBB Railcity's umbrella campaign is all about the sporting event of the year. The subjects created by the Basel advertising agency Crome for this purpose are intended to illustrate the "longest opening hours" and the "widest range of products" of "Switzerland's largest shopping center" using objects from the world of football. Railcitys are the shopping miles in the seven major train stations of Zurich, Bern, Basel, Lucerne, Winterthur, Geneva and Lausanne. Likewise, Crome created the "football heart" as a visual leitmotif: it comes into play as a logo addition and is intended to reinforce the football enthusiasm of the Railcity stores as décor, according to the agency's statement. The campaign will begin in mid-April with posters, ads, banners and an e-board clip, followed later by giveaways for fans. Responsible at SBB / Railcity:
Christine Leuenberger (Marketing and Communication) and Hans Zimmermann (Head of Railcity). Responsible at Crome: Bernhard Wenger (CD), Thomas Strecker (AD), Zoe Gunzenhauser (graphics), Philipp Brogli (desktop), Enno Wassmer (text/concept), Mireille von Heeren (consulting) and Salome Wiesli (consulting assistance).
