SBB Senior Citizens Campaign: Leo Focuses on Proximity and Mobility
The new SBB campaign by Leo Switzerland is specifically aimed at people aged 60 and older. Two emotional TV commercials showcase how public transportation fosters social connection and independence in everyday life.
SBB Senior Citizens Campaign: Mobility as a Social Promise
With a new SBB senior citizens campaign, SBB is specifically targeting people aged 60 and older. The communication strategy, developed by Leo Switzerland, focuses on a central question: What role does public transportation play in the daily lives of this growing demographic—and how does it help them stay mobile and socially connected?
People aged 60 and older are an important customer group for SBB. The campaign’s central theme is fostering a sense of connection: By train, tram, bus, and boat, older adults can easily reach places that are important to them. At the same time, public transportation allows them to maintain personal connections with friends and family.
Two TV commercials as the emotional centerpiece of the SBB senior citizens campaign
At the heart of the campaign are two emotional TV commercials created in close collaboration between Leo Switzerland and SBB. Among other scenes, they feature a grandfather visiting his grandson, friends meeting by the lake for an aperitif, and a couple dancing. The visual style is fresh, and the camerawork is dynamic. The images are accompanied by a specially composed soundtrack and an emotional voice-over.
Matthias Bütler, a member of SBB’s Group Executive Board and acting Head of the Passenger Transport Market, notes: «Many people aged 60 and older lead active and independent lives today. SBB and the public transit sector support them in staying mobile, pursuing their leisure activities, and maintaining social connections. With this campaign, we’re showing how public transit can contribute to this.»
The communication initiatives are intended to encourage older adults to choose public transportation as their primary mode of travel. The campaign will run nationwide starting June 22 on TV, in (D)OOH, online, and in print.
Person in charge at SBB, Passenger Transport Division: Matthias Bütler, Member of the Group Executive Board and Acting Head of the Passenger Transport Market Division. Agency: Leo, Zurich Director, Cinematography, Photography: Gonzaga Manso Film production: Shining film Recording studio: DubDub Production & Image Editing: Prodigious
