Kalteswasser accompanies Suli driving school on TikTok
Suli Driving School will be working closely with the Zurich-based agency Kalteswasser to further develop its social media presence and specifically target young driving students via TikTok. The agency will be responsible for the strategic direction as well as the concept development and production of several short videos.
Suli is one of the best-known driving schools in German-speaking Switzerland and has a particularly strong presence in the Zurich, Winterthur, St. Gallen and Bern areas. The company is particularly well known among apprentices and people starting out on their careers, not least because of its broad regional coverage. The majority of customers are aged between 16 and 25 and are increasingly turning to social media when it comes to driving training and courses. This change in media consumption was a key reason for Suli to further expand its digital presence on TikTok.
Two clear goals
The collaboration with Kalteswasser has two main objectives: to generate registrations for road safety lessons (VKU) and to attract new learner drivers for practical training in the longer term. Suli not only wants to increase direct demand, but also make its existing brand image, characterized by accessibility, reliability and a high regional presence, more visible on TikTok.
Authentic content for a young target group
Addressing the target group with authentic content is particularly important. Based on the onboarding and the consultation, storyboards are developed that address typical decision-making factors for young novice drivers, such as price comparisons, trust in the driving school or uncertainties surrounding the learner's permit.
The planned videos combine everyday scenes, dialog moments and short explanatory formats that involve both learner drivers and driving instructors. Filming will take place at various locations in the Zurich area, including at course locations, in training rooms and with the support of real driving instructors, in order to keep the content as close as possible to the actual training. At the same time, Suli is examining whether filming days can be combined with ongoing courses in order to incorporate authentic interactions. The production is currently in preparation.
Responsible at Suli Driving School: Luan Suli (Owner); Stefanie Kornthaler (Head of Marketing) Responsible at Agentur Kalteswasser: Moritz Hüsser (overall responsibility); Mario Schmid (strategy); Max Eckhardt (creative direction)
