Ticino Turismo and Zimmermann Communications Take on Commuter Stress
With a strategic DOOH campaign, Ticino Turismo brings the Ticino lifestyle directly into the daily lives of Swiss commuters—conceived and implemented by Zimmermann Communications.
"Dolce Far Niente" Instead of Commuting Stress: The Ticino Turismo Commuter Campaign
With a new programmatic digital-out-of-home campaign, Ticino Turismo brings the Ticino way of life directly into the daily commutes of people in German-speaking Switzerland. Conceived and implemented by Zimmermann Communications, the Ticino Turismo commuter campaign specifically targets people on their way to or from work—and invites them, with tongue-in-cheek messages, to take a brief mental trip to Ticino.
The ads are displayed on digital billboards at specific times of day: in the morning during the commute to work and in the evening during rush hour. The messages draw on typical everyday situations and contrast them with enjoyable moments in Ticino. For example, in the morning, the messages read: «Breakfast under the palm trees instead of a stressful commute» or «Strolling through Lugano instead of coordinating appointments.».
In the evening, I'd rather have risotto at the Grotto
In the evening, messages like «Risotto at the Grotto tonight instead of reheating leftovers» or «Enjoy some dolce far niente tonight instead of rushing to catch the train» invite you to take a brief mental break.
Location-Specific Special Themes in Urban Areas
The campaign is complemented by location-specific motifs with local relevance. Near the Vorderes Sternen in Zurich, for example, the ad reads, «Why not try a Salsiccia Ticinese instead of a bratwurst with mustard?» Additional messages are displayed near the Globus and the Swiss National Museum. In this way, the campaign makes targeted use of the capabilities of programmatic DOOH to deliver relevant and context-specific messaging in urban areas.
The campaign is part of the existing «You Have to Experience This» umbrella campaign and complements Ticino Turismo’s spring and summer initiatives this year.
«With this campaign, we’re bringing the longing for Ticino right to where everyday life is often most hectic: the morning commute,» says Christoff Strukamp, Creative Director at Zimmermann Communications.
For more information about Ticino Turismo, visit https://www.ticino.ch.
Responsible at Ticino Turismo: Manuela Nicoletti, Director of Marketing. Responsible at Zimmermann Communications: Creative Direction: Christoff Strukamp; Art Direction: Julia Hofmann; Text: Sophie Güntensperger; Project Management: Paula Strittmatter; Overall Responsibility, Strategy, and Media: Rolf Zimmermann.
