Evoq develops campaign for VBZ timetable change
Evoq has developed a campaign for VBZ that explains the complex schedule change with a touch of humor—while creating real added value.
This year's timetable change poses unusual challenges for Zurich's public transport users: The growing healthcare cluster in Lengg means that VBZ will have to increase capacity between Stadelhofen and Rehalp by changing the route of seven streetcar lines. At the same time, a year-long construction site on Bahnhofquai is making public transport more difficult. This not only changes routes, but also turns passengers' familiar habits upside down.
Likeable helpers instead of dry facts
VBZ is solving this communication task with the "Trabulini" - five charming figures that accompany passengers through the changed timetables as modern brownies. The Trabulini were designed and produced by Evoq. The friendly helpers are omnipresent - in the vehicles, at stops and especially on the affected lines. They attract attention and direct passengers to the website fahrplanwechsel.vzb.ch, where they can find all the relevant details about their connections.
Creativity creates acceptance
The campaign is an example of how well thought-out communication can create understanding and even sympathy, even in the face of complex infrastructural challenges.
"Our aim was not only to draw attention to the major changes, but also to pick up public transport users directly and emotionally," says Natascha Klinger, VBZ Communications.
Responsible at VBZSerge Nater, Head of Passenger Information, Natascha Klinger, Communications Responsible at Evoq: Christian Sutter (consulting), Susanne Pfäffli (text), Gianluca Flütsch (art direction, graphic design), Martin Better (graphic design) Character design: Lauflauf GmbH, Basil Sutter
