It runs and runs and runs
Public Transportation: Ruf Lanz's campaign for the Zurich Public Transportation Authority (VBZ) is entering its third year.
image campaigns at all? Even with such a provocative question
in a qualitative study by Scope Qualitative Research according to the
acceptance of VBZ communication. And lo and behold: the measures
is highly regarded for her creativity and fine sense of humor.
attraction potential. The intention to improve the image of the
of the VBZ and give it a modern look,
according to the study. Secretly, people also want to be "proud of their
VBZ". Just as appreciated as the amazing dramatization
The effort to encourage drivers to use the car is apparently also seen as a concrete customer benefit.
to change.
High recall values
According to the study, the VBZ are now seen as likeable and humorous,
Flexible and fresher, yet safe and reliable
perceived. Among the more uniform image presentations, individual
even described as "outstanding". In all target groups, subjects
unsupported, in part also quite detailed. This shows that
some of them became heavily involved. Women, for example,
have the VBZ chauffeur motif - "Dear women: There are still men,
who are punctual, gallantly open the door and unobtrusively
home" - as emotionally positive, which, according to the
hope, also supports the internal brand management and the corporate
Behavour shapes the future. In view of the results, a continuation of the
Campaign to
to expect. But not with the eye-catching guerrilla action at the start,
for which a UFO from model maker Conny de Fries on the Paradeplatz
was placed. This was obviously not used by its owners.
more needed, because "intelligent creatures in Zurich are on the streetcar
change". With the UFO on double-sided advertisements and posters
redoubled. And soon more subjects will be rolling out of the depot:
among others, the "Trojan Horse", which shows that there are
has always been smarter to drive to work in large vehicles.
A welcome coincidence: the first streetcar in Zurich was called
Rössli streetcar. The subject alludes to the discussion about the drink-drive limit.
"0.5 per mille" with the men sipping camomile tea. The
"Car Quartet" for the positioning of the Tram 2000 and the
"Camel" motif for economical energy consumption rounds off the new
campaign.
Luca Aloisi
