Evoq for social work Pastor Sieber: Spänd now en Platz
The Pfuusbus, a place where everyone can find a safe, warm place, is the focus of this year's winter campaign by Sozialwerk Pfarrer Sieber. The idea and concept came from Evoq, which realized the cross-media campaign.
For the ninth year in a row, Evoq is implementing the winter campaign for Sozialwerk Pfarrer Sieber, showing the NPO from a new angle this year. Bright pink and happy faces bring color to the wet gray of the Zurich winter and place the traditional Zurich emergency shelter and thus the heart of the NPO's long-standing commitment at the center of the campaign: the Pfuusbus.
Based on the setup in Albisgüetli, the campaign focuses on the eye-catching color of the pink awning and visualizes the bus as a place where all people in need can find a place in a safe, understanding and non-judgmental community. The strong color scheme and the iconographic shape of the Pfuusbus is the unifying element across all media and is intended to be a real eye-catcher in the festive sea of stars and lights.
At the heart of the fundraising campaign is the addressed mailing as well as a flyer in which the stories of those affected are portrayed and at the same time show how important the Pfuusbus is in their lives. Reach and visibility are further increased by hanging boxes in the VBZ streetcars, F12L posters at the main railway station, promotional areas in post offices as well as advertisements and newspaper supplements.
In addition to the print campaigns, five short ads on various topics on social media and paid media are intended to ensure additional involvement and thus complement the media mix. Always with the aim of directing viewers to the landing page Pfuusbus.ch and to ask for a donation.
Responsible at Sozialwerk Pfarrer Sieber: Kees van der Plas (Fundraising), Sandro Süess (Online Marketing & Social Media), Elena Philipp (Major Donors & Foundations), Walter von Arburg
(Communications Officer). Responsible at Evoq Communications: Adrian Schaffner (mandate management and consulting), Susanne Pfäffli (concept, creative direction); Markus Wohlhüter (concept, art direction), Corinne Brunner (design), Giannina Binder (motion design and animations), Jonas Krull, Caroline Hohmann (graphics, DTP), Marcel Marty (programming). Casting: Find a Face, Rennie Diethelm. Photography and film: Nicola Tröhler.
