ZVV is not stupid after all

Public transport Publicis is borrowing the advertising world of Media Markt and Eschenmoser for the Zurich Transport Association Just as SFLB ironically imitates the advertising style of famous brands for National Versicherung, Publicis now also wants to make the 9 o'clock pass of the Zurich Transport Association (ZVV) better known to a wider audience. The pass, which allows discounted travel on public transport after nine o'clock, is already well positioned, particularly in the older segment. Now the aim is to make the fare offer appealing to a younger audience. To this end, the Publicis creative team chose a bolder language than before and made the product benefits strikingly visible. This is the pork belly talking In order to advertise the various fare reductions on the different means of transport, the good old pork belly ad was used. After all, the bland advertising platforms are cheap and quick to create, which leaves more budget for the size and frequency of publication and meets with a positive response from the target audience in this age of stinginess. Publicis uses the familiar look of Media Markt and Eschenmoser, two discounters active in consumer electronics and household appliances, to achieve the stopper and surprise effect.
The result is promotional advertising that stands out due to the unusual sender for this type of communication and also sells a good dose of humor, say the creators.
(la)