The shopping center with its own radio
Shopping Stahelpartner is launching a pictogram campaign and a radio station for ShopVille-RailCity.
Shopping Stahelpartner launches a pictogram campaign and a radio station for ShopVille-RailCity. "Radio ShopVille-RailCity, good morning," Christian Handelsmann greets listeners. Lest there be any misunderstanding: the only shopping center with its own main station does not have its own radio. The Radio24 legend is advertising. But first things first. The Stahelpartner advertising agency is now responsible for the communication presence of Switzerland's fourth-largest shopping center. The young team led by Mark Stahel won the advertising budget of ShopVille-RailCity Zurich last fall. After ten years, its president Milan Prenosil parted ways with the advertising agency ZoggKettigerGasser. "After so many years, a change was due." In the pitch, which was put out to public tender, the agency Stahelpartner clearly came out on top against 60 competitors in terms of creativity and personality. Prenosil: "In terms of content, Stahelpartner presented us with a firework of creative ideas."
The "fireworks" have been present since mid-February. The posters are colorful and the radio spots, the heart of the campaign, are fresh. The media plan focuses on local radio stations. The catchment area of Switzerland's largest train station shopping arcade, Zurich, is advertised. The radio spots are independent of their predecessors and are based on a new concept. The idea: a fictitious Radio ShopVille-RailCity. Presenters tell pointed short stories in 30-second spots. "The spots should be perceived as a daily companion on the radio," says agency owner Mark Stahel. Two well-known voices are "on air" for Radio ShopVille-RailCity: Jeanette Eggenschwiler, Tele-Züri weather presenter, plus radio man Christian Handelsmann. The theme tune was composed by the Selmi recording studio. Prenosil explains why the famous "locomotive whistle" was abandoned: "We have intelligently modified the melody, even though the spots are independent. They also have the potential of their predecessor to become a catchy tune." Prenosil is proud of the radio idea and emphasizes its versatility for advertising.
The second focus is the pictogram campaign. The advertising agency, founded in May 2006, chose the international, easy-to-understand pictogram language for the print campaign. The pictorial symbols organize station life and, according to Mark Stahel, they are ideal for dramatizing the location and its advantages. The subjects "Shopping Lady", "Business Man" and "Shopping Family" have been designed for the first phase. The aim is to illustrate the variety of products on offer in a humorous way and to draw customers' attention to the unusual store opening hours. Messages such as "Shopping simply" or "Shop & Go" complement the pictogram and get to the heart of the main messages. Milan Prenosil: "Our USP, i.e. the store opening hours and our own train station, is wonderfully advertised with the posters."
Everything BahnhofDas ShopVille
was marketed for a long time with the slogan "The only shopping center with its own main station". In 2003, SBB announced that it wanted to rebuild all seven large Swiss railroad stations along the lines of the Zurich shopping arcade and combine them as RailCity. However, the renaming from ShopVille to RailCity did not go ahead because the ShopVille tenants' association put up resistance. An agreement was reached on ShopVille-RailCity Zurich, with the understanding that the population would only use the name ShopVille anyway. The main hall, on the other hand, is formally called RailCity Zurich. Christian Lüscher
The "fireworks" have been present since mid-February. The posters are colorful and the radio spots, the heart of the campaign, are fresh. The media plan focuses on local radio stations. The catchment area of Switzerland's largest train station shopping arcade, Zurich, is advertised. The radio spots are independent of their predecessors and are based on a new concept. The idea: a fictitious Radio ShopVille-RailCity. Presenters tell pointed short stories in 30-second spots. "The spots should be perceived as a daily companion on the radio," says agency owner Mark Stahel. Two well-known voices are "on air" for Radio ShopVille-RailCity: Jeanette Eggenschwiler, Tele-Züri weather presenter, plus radio man Christian Handelsmann. The theme tune was composed by the Selmi recording studio. Prenosil explains why the famous "locomotive whistle" was abandoned: "We have intelligently modified the melody, even though the spots are independent. They also have the potential of their predecessor to become a catchy tune." Prenosil is proud of the radio idea and emphasizes its versatility for advertising.
The second focus is the pictogram campaign. The advertising agency, founded in May 2006, chose the international, easy-to-understand pictogram language for the print campaign. The pictorial symbols organize station life and, according to Mark Stahel, they are ideal for dramatizing the location and its advantages. The subjects "Shopping Lady", "Business Man" and "Shopping Family" have been designed for the first phase. The aim is to illustrate the variety of products on offer in a humorous way and to draw customers' attention to the unusual store opening hours. Messages such as "Shopping simply" or "Shop & Go" complement the pictogram and get to the heart of the main messages. Milan Prenosil: "Our USP, i.e. the store opening hours and our own train station, is wonderfully advertised with the posters."
Everything BahnhofDas ShopVille
was marketed for a long time with the slogan "The only shopping center with its own main station". In 2003, SBB announced that it wanted to rebuild all seven large Swiss railroad stations along the lines of the Zurich shopping arcade and combine them as RailCity. However, the renaming from ShopVille to RailCity did not go ahead because the ShopVille tenants' association put up resistance. An agreement was reached on ShopVille-RailCity Zurich, with the understanding that the population would only use the name ShopVille anyway. The main hall, on the other hand, is formally called RailCity Zurich. Christian Lüscher
