A streetcar is also a ship
Publicis profiles networked mobility under the Zürcher Verkehrsverbund brand
Publicis profiles networked mobility under the Zürcher Verkehrsverbund brandBy Luca Aloisi Over the past ten years, 40 independent partner companies have woven a finely woven network under the umbrella of the Zürcher Verkehrsverbund (ZVV). In order to profile the new ZVV personality, a multi-year image campaign is being launched these days, which was conceived by Publicis and uses upside-down appearances to promote the right transport.
Multifunctional - the favorite attribute of kitchen appliance manufacturers and the 90s celebrates its reign in the amusingly twisted Publicis image campaign for the ZVV. In order to impressively communicate the outstanding competence - networked mobility with one ticket - the Publicis team around CD Jean Etienne Aebi implemented the advantages of the association in an irritatingly eye-catching way and semantically transformed the streetcar into a seaworthy or the Lake Zurich ship into a roadworthy means of transport.
Excellent mobility with market potential
Success on the market - passenger numbers have risen by around a third since 1990 - and the international accolade from the World Expo 2000 in Hanover prove that public transport in the Zurich area has become more attractive.
However, apart from the market launch at that time, the benefits of convenience and time savings in travel have not been advertised in a targeted manner, says Caspar Sträuli, Head of Marketing ZVV. The direct consequence is a partially untapped market potential. This was also confirmed by a population survey in the summer of 1999.
The conclusion of the study is that substantial revenue growth requires the development of an emotionally charged quality brand. The ZVV seized this opportunity with the development of a new mission statement, which is intended to shape the image by conveying the core values "responsible, networked and binding". In a first step, the new logo was introduced on all vehicles of the partner companies, which thus appear in the style of a trademark.
A streetcar is also a ship and a train is also a streetcar
To ensure that this quality brand is associated with the core benefits in the wider population, the awareness and image of the ZVV are to be markedly improved. The goal of the profiling is to increase annual sales by ten million francs. The 2.4 million Swiss franc pitch for the three-year campaign was won at the end of last year by the Zurich advertising agency Publicis. The client justifies its decision with the way the message is brought to the point and the sophisticated use of the means of transport for advertising purposes.
The idea and concept of the campaign actually build on a multiplier effect that is only possible for and with the harmonized and networked mobility concept of the ZVV. For some days now, streetcars have been running with the inscription "I am also a ship" or train locomotives claiming that they are also buses. This message is always resolved with the line "One ticket for everything", the ZVV brand logo and the slogan "Richtig verkehrt".
Posters and advertisements follow suit with an identical appearance. Information stickers crown the upside-down world of transportation in Zurich: On buses, they point out the life jacket under the seat. On the other hand, "Lights switch on automatically when passing through tunnels," will appear on ships' toilets.
Multifunctional - the favorite attribute of kitchen appliance manufacturers and the 90s celebrates its reign in the amusingly twisted Publicis image campaign for the ZVV. In order to impressively communicate the outstanding competence - networked mobility with one ticket - the Publicis team around CD Jean Etienne Aebi implemented the advantages of the association in an irritatingly eye-catching way and semantically transformed the streetcar into a seaworthy or the Lake Zurich ship into a roadworthy means of transport.
Excellent mobility with market potential
Success on the market - passenger numbers have risen by around a third since 1990 - and the international accolade from the World Expo 2000 in Hanover prove that public transport in the Zurich area has become more attractive.
However, apart from the market launch at that time, the benefits of convenience and time savings in travel have not been advertised in a targeted manner, says Caspar Sträuli, Head of Marketing ZVV. The direct consequence is a partially untapped market potential. This was also confirmed by a population survey in the summer of 1999.
The conclusion of the study is that substantial revenue growth requires the development of an emotionally charged quality brand. The ZVV seized this opportunity with the development of a new mission statement, which is intended to shape the image by conveying the core values "responsible, networked and binding". In a first step, the new logo was introduced on all vehicles of the partner companies, which thus appear in the style of a trademark.
A streetcar is also a ship and a train is also a streetcar
To ensure that this quality brand is associated with the core benefits in the wider population, the awareness and image of the ZVV are to be markedly improved. The goal of the profiling is to increase annual sales by ten million francs. The 2.4 million Swiss franc pitch for the three-year campaign was won at the end of last year by the Zurich advertising agency Publicis. The client justifies its decision with the way the message is brought to the point and the sophisticated use of the means of transport for advertising purposes.
The idea and concept of the campaign actually build on a multiplier effect that is only possible for and with the harmonized and networked mobility concept of the ZVV. For some days now, streetcars have been running with the inscription "I am also a ship" or train locomotives claiming that they are also buses. This message is always resolved with the line "One ticket for everything", the ZVV brand logo and the slogan "Richtig verkehrt".
Posters and advertisements follow suit with an identical appearance. Information stickers crown the upside-down world of transportation in Zurich: On buses, they point out the life jacket under the seat. On the other hand, "Lights switch on automatically when passing through tunnels," will appear on ships' toilets.
