At the touch of a finger into the world of Gleis7
CAMPAIGN How do you get young people to discover your offers? For SBB, Maxomedia relied on cross-media storytelling and allowed the online-savvy target group to immerse themselves in the world of Gleis7 via their own media. From the age of 16, young public transport customers travel at the regular price. But that doesn't have to be the case. With the Half-Fare travelcard, they can continue to travel in Switzerland at half price. With the Half-Fare travelcard for 16-year-olds, SBB offers young people an attractive entry-level travelcard for CHF 99. It also opens up a world of benefits for them: From attractive discounts on public transport, leisure and shopping to an adventure compass with great leisure ideas, these messages need to be communicated in a positive way that also grabs the attention of young adults. Because on their 16th birthday, this target group, which tends to be resistant to advertising, is literally inundated with offers. To attract attention here, Maxomedia came up with something special: A mailing that doesn't simply explain the offer, but brings it to life.
The postcard was designed to encourage young people to find out more about Gleis7 using their smartphones.This links several media: a physical postcard for the birthday provides the link to the Online video. This invites young people to immerse themselves in the world of gleis7 and place their finger on their smartphone. After the countdown, the action begins: animations are created around the finger, making the users themselves part of the scenery thanks to the illusion of interaction:
The entertaining video conveys the message subtly and makes the unique benefits palatable to young people. At the end of the user journey, a special birthday surprise awaits: the Half-Fare travelcard for 16-year-olds at a special price for one year. The online-savvy target group experiences the gleis7 universe in a playful way and is led directly to ordering the Half-Fare travelcard without any media disruption.
