Travel on glowing tracks
SBB jumps on a modern communication train with JvM/Limmat
SBB jumps on a modern communications bandwagon with JvM/LimmatAt the beginning of this year, Zurich-based agency JvM/Limmat won the SBB mandate in a pitch. "Jung von Matt was the most creative agency in this presentation. It showed us a modern way, and that's exactly what we were looking for," says Fritz Zimmermann, passenger traffic marketing communications at SBB.As market research studies over the past two years have shown, SBB's acceptance is high, but the public lacks an emotional connection to the brand. Furthermore, the image still smells of state iron.
But SBB is a modern company that thinks for the customer, says Zimmermann. In the next five or six years, for example, development will move strongly in the direction of the electronic world. It will be possible to order tickets over the Internet, and the control mechanism in the trains will also be carried out electronically.
Separate campaigns are planned for the timetable change, the Half-Fare Card, and e-business. To ensure that the viewer perceives these components as a single presentation, they have the same emotional touch and the same tonality and visual language.
"SBB is profiled as a likeable brand and its competitive advantages are confidently conveyed," says consultant Marion Marker, who works from
a "benefit-oriented offer communication with a strong image component".
Solved a communication ticket to the future
The new SBB network advertising starts with an offensive for the timetable change from
June 10. A key visual designed by JvM/L for this purpose shows a glowing track. The motif is intended to convey in an emotional way that SBB now runs higher frequencies and that connections have become faster. It is striking that the motif contains no rational information apart from a logo and an Internet address.
"In conjunction with the Internet address, the visual says to the viewer: SBB is now driving to hell as well as furthermore that you can find out everything about the timetable change on the Internet," says CD Daniel Meier.
By deliberately omitting the headline, the subject makes a little secret of its message and already pursues the intention of positioning SBB as an e-brand. Ernst Weber
But SBB is a modern company that thinks for the customer, says Zimmermann. In the next five or six years, for example, development will move strongly in the direction of the electronic world. It will be possible to order tickets over the Internet, and the control mechanism in the trains will also be carried out electronically.
Separate campaigns are planned for the timetable change, the Half-Fare Card, and e-business. To ensure that the viewer perceives these components as a single presentation, they have the same emotional touch and the same tonality and visual language.
"SBB is profiled as a likeable brand and its competitive advantages are confidently conveyed," says consultant Marion Marker, who works from
a "benefit-oriented offer communication with a strong image component".
Solved a communication ticket to the future
The new SBB network advertising starts with an offensive for the timetable change from
June 10. A key visual designed by JvM/L for this purpose shows a glowing track. The motif is intended to convey in an emotional way that SBB now runs higher frequencies and that connections have become faster. It is striking that the motif contains no rational information apart from a logo and an Internet address.
"In conjunction with the Internet address, the visual says to the viewer: SBB is now driving to hell as well as furthermore that you can find out everything about the timetable change on the Internet," says CD Daniel Meier.
By deliberately omitting the headline, the subject makes a little secret of its message and already pursues the intention of positioning SBB as an e-brand. Ernst Weber
