TheGuys with a crazy experience campaign for RhB
In TheGuys' latest experiential campaign, utterly astonished passengers marvel at the Rhaetian Railway's pretty wild recreational offerings.
The Rhaetian Railway is much more than just a means of transportation. In addition to the regional trains and the two premium products "Glacier Express" and "Bernina Express", it offers a variety of adventure trips: from culinary pleasure trips and nostalgia trips to scavenger hunts with Clà Ferrovia, the children's conductor, and seasonal leisure activities. All these trips take you over breathtaking viaducts, through historic helical tunnels, steeply up to the glaciers and down to the Mediterranean Puschlav. So there is a wide range of options for all ages and interests on over 17 lines.
To bring this closer to travelers throughout Switzerland, the agency TheGuys has implemented a 360-degree campaign under the new creative platform "Ganz schön abgefahren". Eight key visuals are used to convey the emotional "amazement moment" during a journey on the Rhaetian Railway to the various target groups. The passengers on the images are so astonished that they press their faces firmly against the train window, creating an entertaining and visually irritating image with stopping power. The window reflection of each train carriage also shows which highlights the passengers are currently marveling at. The subjects are complemented by clever, product-centered headlines, which are also intended to help ensure that the Rhaetian Railway is perceived as the first destination for unforgettable adventure trips.
The first flight of the experience campaign has been live on (D)OOH, print, social media and online channels in German-speaking Switzerland since the end of June.
Responsible at RhB: Cornelia Alig (Head of Marketing Communications), Chantal Berger (Market Manager Switzerland), Fabio Battaglia (Head of Sales and Market Graubünden), Bianca Kohler (Web Publisher / Online and Mobile Specialist), Jana Putzi (Communications Specialist). Responsible at TheGuys: Gaston Filipp, Johnny Grubenmann (Creative Direction), Gianni Peng (Managing Direction), Alexander Laake (Graphic Design) Stefan Schlumpf (Photographer), Alessandro Fischer (Photo Assistant), Regula Zürrer (Hair&Makeup), Capture Media (Media Agency).
