Rejection of times gone by

 
Natural gas I Bern-based Polyconsult uses extinct dinosaurs to promote driving with natural gas. 
 
Natural gas as a fuel for cars still has to fight for acceptance. We all know that natural gas is an environmentally friendly energy source. Natural gas cars would therefore be the modern replacement for gasoline and diesel vehicles. Not only are they cleaner, their fuel price is also significantly lower. In Bern and the surrounding area, Energie Wasser Bern, as the regional natural gas supplier, is therefore promoting the new possibilities. Logistically, the network of filling stations in the area is being expanded. The Polyconsult agency is now to provide incentives for switching when buying a new car.
For CD Jürg Tscharner, the message in this campaign must not only confirm the eco-fundies in their opinion, but should above all "appeal to techno-conscious drivers and families with children". With this in mind, Polyconsult has developed playful subjects with a high impact.
With a medium-term recency strategy - aimed at long ranges - it is being made clear to drivers in the greater Bern area that natural gas cars are not eco-cars, but the hip alternative when buying a new car. The central message is: if you drive with natural gas, you are moving with the times. This is visualized with the symbolic power of the long-extinct dinosaurs.
A poster and advertising campaign ensures presence. In addition, Energie Wasser Bern is focusing its marketing efforts on cultivating relationships with dealers and major customers.    
Andreas Panzeri