"No more excuses"
SBB and TBWA\Zurich want to convince even the last doubters to buy their tickets via the SBB Mobile App. "No more excuses" is therefore the claim of the new campaign wave with the now well-known advertising ambassador Yvette Michel.
SBB's mobile campaign of 2016/2017 has paid off, according to a media release. The app was installed an additional 270,000 times on smartphones after just a few weeks. Ticket purchases via SBB Mobile also increased compared to the previous year. Over the past year, SBB has steadily developed the mobile sales channel. Users now also have the option of buying tickets on account and purchasing offers such as Supersaver Tickets and the Supersaver Day Pass.
Nevertheless, SBB has not yet been able to convince all train passengers of the app's merits. The SBB Mobile campaign is therefore going into the next round. The agency TBWA\ has realized another cross-media campaign under the motto "No more excuses". The face of the campaign is the now well-known mobile testimonial Yvette Michel, embodied by actress Maja Stolle. Together with the six-piece acapella band A-Live, she moves travelers in live stunts in Leuggelbach, Chur, Lugano, Veytaux-Chillon and on the road to buy tickets with SBB Mobile.
The campaign resulted in a TVC and four online films. The campaign is supplemented by measures in print, online, at the point of sale and other advertising media. (pd/ank)
Responsible at SBB: Reto Meissner (Head of Marketing Communications), Christof Zogg (Director Digital Business), Sabrina Rizzo (Digital Marketing Manager), Dominique Imboden (Communications Manager), Sandra Graf (Media). Responsible at TBWA\Zurich: Manuel Wenzel, Bruce Roberts, Tizian Walti, Angelo Sciullo, Silke Erschbaumer, Anouscka Tschudi (creation); Alexandra Kellenberger, Chantal Szabo (consulting). Film production: Stories AG: Matthieu Jorrot (director), Lamar Hawkins, Yves Bollag, Christos Dervenis (producer), Eugene Gubrenko (DOP). Photography: Sven Germann. Lithograph: Detail AG.
