Newhome Live Activation: A Bedroom at Zurich Central Station
With an unusual live activation, newhome transforms Zurich’s main train station into a bedroom right in the middle of rush hour—and strategically extends the campaign to social media.
A bedroom in the midst of the commuter traffic
The newhome live activation caused a stir at Zurich Central Station: Right in the middle of rush hour, a fully furnished bedroom was set up there. A creator read the newspaper, drank coffee, and acted as if the station were his home, while the stream of commuters continued to flow all around him. The campaign is part of a communication strategy through which the real estate portal aims to strengthen its regional focus. According to a press release, the strategy also includes targeted outreach on social media.
The puzzling image was intended to stand on its own at first and spark curiosity. It was only later that the connection to newhome was revealed.
First, attention; then, the brand
The marketing campaign follows a clear narrative structure: First, creators and passersby discover the unusual situation. The resulting clips and reactions are shared across various accounts. Even while the event was still taking place, newhome revealed the campaign’s purpose and linked it to the message: «There’s no home between two trains. Find yours on newhome.»
This makes the live activation the starting point for an entire content chain. In addition to the hero film, the campaign features creator reels, spontaneous reactions, short «absurd moments,» and a behind-the-scenes format. The concept combines the physical moment on-site with multiple digital touchpoints and gives visibility to the message «newhome is where you are.» «We want to generate attention not only through traditional advertising spaces, but through situations that people actually experience and share with others. Zurich’s main train station is ideally suited for this. As a popular transportation hub, it’s an important location where numerous people pass through every day on their way to and from home,» says Silvio Frei, Head of Marketing & Communications at newhome.ch.
Regional Presence as Part of the Brand Strategy
The activation at HB represents an approach that newhome plans to use more extensively in the future: Individual activations are used as scalable communication building blocks to extend the impact of the on-site experience through diverse creator perspectives and content across multiple channels. At the same time, this is intended to strengthen the connection to the region.
The campaign was carried out by Not Nice on behalf of newhome.
For more information about newhome, visit https://www.newhome.ch.
Person in charge at Not Nice: Amin Rashwan, Project Manager; Sergio Schneider, Operations Manager; Faye Cevirgen, Creative. Person in charge at newhome: Silvio Frei, Head of Marketing & Communications; Nadine Muntwyler, Digital Marketing Manager.
