New LgK: Bernmobil fights waste with words
Neue LgK is continuing Bernmobil's anti-littering campaign. This time, the advertisers are targeting the silent majority who are annoyed by litter.
The Neue LgK has continued the anti-littering campaign for Bernmobil. Instead of targeting the waste producers as in previous campaigns - which had little effect on reducing the amount of waste - this time the focus is on the silent majority who are annoyed by the waste. The aim is to influence the public debate on the subject.
The campaign consisted of a personalized letter from the director of Bernmobil, René Schmied, which was sent to 28,000 Libero season ticket holders. The letter was also printed in Bern's free newspapers. Schmied uses figures and examples to show why littering is so cost-intensive and which countermeasures would be promising. First and foremost, however, the letter appeals to passengers to take personal responsibility. The campaign generated over 150 responses by letter, telephone and e-mail and was discussed in various daily newspapers. The feedback was overwhelmingly positive.
The campaign consisted of a personalized letter from the director of Bernmobil, René Schmied, which was sent to 28,000 Libero season ticket holders. The letter was also printed in Bern's free newspapers. Schmied uses figures and examples to show why littering is so cost-intensive and which countermeasures would be promising. First and foremost, however, the letter appeals to passengers to take personal responsibility. The campaign generated over 150 responses by letter, telephone and e-mail and was discussed in various daily newspapers. The feedback was overwhelmingly positive.
Responsible at Bernmobil: Roman Gattlen (Head of Marketing), Monika Scheiwiller (Head of Marketing Communications). Responsible at the New Lgk: André Benker (CD), Lukas Schmid, Andreas Szentkuti (text), Stephan Wittwer (AD), Sabine Maria Wandeler, Dominic Beyeler (graphics), Nicole Brunner, Alfredo Trasatti (consulting).
