Launch campaign for the new PostBus app
The new PostBus app combines all means of transport in Switzerland, from public transport, car and bike sharing to your own car or bike, making it easier to find the right connection. This is exactly what was playfully staged with a national launch campaign. Equipe was responsible for the creation and implementation of the campaign.
What is the quickest, cheapest or most comfortable way to travel from A to B? Travel needs vary greatly and the optimal solution is not always obvious. The new PostBus app makes it easier to find the best way to travel: it not only combines all means of public transport in Switzerland, but also car, ride and bike sharing options. This means you can reach any location with exactly the connection that suits you best.
For the launch of the app, Equipe staged this "matching connection" quite symbolically. People are shown in different means of transport wearing clothing that matches the means of transport: for example, the pattern of the bus seat corresponds to the pattern of a skirt or the red of the Mobility paint is reflected in the clothing.
The strategic basis of the national campaign is formed by buyer personas, which were created based on mobility behavior and needs and modeled as a media target group. This allows segment-specific messages to be played out that focus on the respective main benefit. The campaign focuses on digital channels. This is supplemented by publicity via bus stop advertisements.
