Kindness is at the wheel
Regional Transit: The Zurich-based agency Id-Segmentmarketing is launching a charm offensive on behalf of the VZO.
Regional transport The Zurich agency Id-Segmentmarketing is launching a charm offensive for the VZO. "My daddy greets 250 women every day," says the little charmer proudly. His name is Manuel Weber, he is the son of a driver for Verkehrsbetriebe Zürichsee und Oberland (VZO) and in this capacity is the poster spokesman in an image campaign for the company. Chiara Zwicky's father also works for the VZO and has a good relationship with the female sex: "My dad smiles at other women!", she reveals in her testimonial. "My dad, the VZO driver!" is the name of this new image campaign by Verkehrsbetriebe Zürichsee und Oberland. The idea is formulated in the copy: "This is what VZO chauffeurs are like: friendly and courteous."
The task of the Zurich agency Id-Segmentmarketing is to present the diverse services of the 170 VZO chauffeurs in a sympathetic and honest way and at the same time to increase the corresponding appreciation of the chauffeurs. The target group is defined as passengers and commuters in the VZO area. In addition, the VZO employees, who stand behind the campaign and must identify with it.
"My husband takes care of the offspring," announces Mirjam Weber, the wife of a VZO driver, in another subject. "My son opens the door to strange women!" Elsbeth Wehrli, the mother of a VZO driver, is quoted as saying.
The chauffeur is also human
You get on the bus and take them for granted:
the (driving) competence of the VZO drivers. Very few people pay attention to the men and women behind the wheel of the buses. The fact that they don't just drive, but are also people and are there for the numerous customers 365 days a year with friendliness and helpfulness, is usually only realized at second glance. If at all ...
The VZO, one of eight transport companies affiliated to the Zurich Transport Association (ZVV), offers top-quality service. This is confirmed time and again by the annual ZVV quality measurements and test customer results. However, passengers' perception and appreciation of drivers and their services could be higher. But how do you tell customers? The right communication on this topic is a balancing act between arrogance and bourgeoisie.
"We let the members of the VZO chauffeurs have their say, because they know them best," said the two concept developers Reto Dürrenberger and Daniel Izquierdo from Id-Segmentmarketing. The philosophy of Id-Segmentmarketing is "no academically sophisticated strategies, but also no self-celebrating, hyper-creative advertising ideas". The result should be "clear and comprehensible marketing work" that can be implemented within budget.
With the statements now formulated on their posters, the advertisers want to describe the additional services of the VZO chauffeurs "humorously and ambiguously". The photos do not show models, but actual members of the chauffeurs' families. The photos were taken of people in their personal surroundings, and the statements in the headlines correspond to the unpretentious visual language.
The subjects appear as full-page advertisements in the free newspaper 20 Minuten and as window stickers or dispensers in VZO buses as well as posters at bus stops.
Credible: The VZO testimonials are real.
Andreas Panzeri
The task of the Zurich agency Id-Segmentmarketing is to present the diverse services of the 170 VZO chauffeurs in a sympathetic and honest way and at the same time to increase the corresponding appreciation of the chauffeurs. The target group is defined as passengers and commuters in the VZO area. In addition, the VZO employees, who stand behind the campaign and must identify with it.
"My husband takes care of the offspring," announces Mirjam Weber, the wife of a VZO driver, in another subject. "My son opens the door to strange women!" Elsbeth Wehrli, the mother of a VZO driver, is quoted as saying.
The chauffeur is also human
You get on the bus and take them for granted:
the (driving) competence of the VZO drivers. Very few people pay attention to the men and women behind the wheel of the buses. The fact that they don't just drive, but are also people and are there for the numerous customers 365 days a year with friendliness and helpfulness, is usually only realized at second glance. If at all ...
The VZO, one of eight transport companies affiliated to the Zurich Transport Association (ZVV), offers top-quality service. This is confirmed time and again by the annual ZVV quality measurements and test customer results. However, passengers' perception and appreciation of drivers and their services could be higher. But how do you tell customers? The right communication on this topic is a balancing act between arrogance and bourgeoisie.
"We let the members of the VZO chauffeurs have their say, because they know them best," said the two concept developers Reto Dürrenberger and Daniel Izquierdo from Id-Segmentmarketing. The philosophy of Id-Segmentmarketing is "no academically sophisticated strategies, but also no self-celebrating, hyper-creative advertising ideas". The result should be "clear and comprehensible marketing work" that can be implemented within budget.
With the statements now formulated on their posters, the advertisers want to describe the additional services of the VZO chauffeurs "humorously and ambiguously". The photos do not show models, but actual members of the chauffeurs' families. The photos were taken of people in their personal surroundings, and the statements in the headlines correspond to the unpretentious visual language.
The subjects appear as full-page advertisements in the free newspaper 20 Minuten and as window stickers or dispensers in VZO buses as well as posters at bus stops.
Credible: The VZO testimonials are real.
Andreas Panzeri
