Advertisers with pulling power
40 creative minds are zooming through Switzerland at a blistering 230 kilometers per hour
40 creative minds race through Switzerland at a roaring 230 kilometers per hourThe Kambly Bisquit has been sugar-coating the look of a locomotive for almost five years. The SF-DRS locomotive is also an eye-catcher for a trailer. The dairy cow at the head of a train proves that strong bones can pull even more than 20 passenger carriages. And the advertising locomotive, with 40 creative minds draped around the 8296 hp of a Re460, is to advertise on its own behalf for six months from 12 July. "Actually, I was only supposed to organize an event for SBB to make the advertising opportunities on its locomotives even better known," recalls Béatrice Trachsel from the Bern-based agency Eventicum. Then she had an idea: why not use the intended target audience of this event as evidence of the propagated effect?
"Soon you'll be recognizable everywhere, at least near train stations," joked Rolf Hubacher, SBB Market Manager for External Advertising, as he welcomed 40 advertisers to the shoot at SBB's main workshop in Zurich last week.
High contact numbers from the human and animal kingdoms
Anyone who wanted to could have their image captured on a negative for later processing as a rolling testimonial. Positively cropped and blown up on a special film from 3M, these advertisers will soon be riding back and forth between St.Gallen, Geneva and Brienz on 84 tons of steel power. Scotchprint is the name of the weather- and tear-resistant image carrier, provided free of charge by the manufacturer. Normally, the production of the advertising medium on rails costs between 60,000 and 100,000 francs. In addition, there are CHF 240000 "switching costs" per year on the otherwise CHF 8.5 million advertising medium.
The SBB also provides information on the number of contacts the advertising locomotive achieves every day with 700,000 rail passengers and random passers-by from the human and animal kingdoms in the open countryside.
SBB is basically "open to any kind of advertising" on its locomotives, except for the usual restrictions on sex, drugs and politics. All subjects must first be given the open signal for free travel by a commission. Andreas Panzeri
"Soon you'll be recognizable everywhere, at least near train stations," joked Rolf Hubacher, SBB Market Manager for External Advertising, as he welcomed 40 advertisers to the shoot at SBB's main workshop in Zurich last week.
High contact numbers from the human and animal kingdoms
Anyone who wanted to could have their image captured on a negative for later processing as a rolling testimonial. Positively cropped and blown up on a special film from 3M, these advertisers will soon be riding back and forth between St.Gallen, Geneva and Brienz on 84 tons of steel power. Scotchprint is the name of the weather- and tear-resistant image carrier, provided free of charge by the manufacturer. Normally, the production of the advertising medium on rails costs between 60,000 and 100,000 francs. In addition, there are CHF 240000 "switching costs" per year on the otherwise CHF 8.5 million advertising medium.
The SBB also provides information on the number of contacts the advertising locomotive achieves every day with 700,000 rail passengers and random passers-by from the human and animal kingdoms in the open countryside.
SBB is basically "open to any kind of advertising" on its locomotives, except for the usual restrictions on sex, drugs and politics. All subjects must first be given the open signal for free travel by a commission. Andreas Panzeri
