No more one-ride stands: Kargo relies on loyalty for Libero
Loyalty pays off, even when purchasing an annual subscription. The two-stage campaign developed by Kargo for the Libero fare network guides customers from a casual, on-and-off relationship to a committed one.
The campaign designed by Kargo is based on the first part published in spring, which aimed to publicize the multi-ride tickets and the multi-day tickets. Now, in the second part of the multi-stage campaign, everything revolves around the topic of relationships. The message is that anyone who has had enough of one-ride stands and would rather get involved in a committed relationship is in the right place. With this year's timetable change, Libero is presenting its new price structure, which rewards customer loyalty. Anyone who takes out an annual subscription will receive three months for free.
The text review and translations were carried out by Textatelier. The accompanying images were shot in the city of Bern with photographer Fabian Hugo. The second wave of the campaign was published from November to January throughout the Libero region on social media, on the digital channels of the Goldbach Display Network and on the DOOH screens at the major train stations in Bern, Biel/Bienne and Thun, as well as in all vehicles of the transport companies belonging to the fare network.
Responsible at Libero: Jana Amacher (overall project management), Daniel Müller, Daniel Hirt, Jürg Kernen, Andrea Nigg, Bernd Leckebusch (advertising committee). Responsible at Kargo Communication: Christoph Balsiger (Creative Direction), Fabia Dellsperger (Art Direction), Amanda Winter (Project Management), Jorge Martinez (Motion Design), Luca Balzli (Campaigning) Photography: Fabian Hugo, Text Review & Translations: Textatelier Biel.
