VBZ and Ruf Lanz: Changing trains is still worthwhile
Ruf Lanz’s VBZ campaign, which has been running for more than 20 years, is entering a new phase with fresh ad concepts—and shows that switching to public transit is worth it for the environment, your peace of mind, and your wallet.
A good 20 years ago, Ruf Lanz set the course for the VBZ campaign "It pays to change trains". Since then, the advantages of public transport in Zurich compared to private motorized transport have been staged again and again. Now, too, there are new subjects that showcase the advantages of changing trains:
Switching pays off for the environment: This is the theme of the subjects "Closer to the Paris climate targets", for which well-known Zurich bus stops were designed with a Parisian flair, and the subject "Pixelated SUV". This is because VBZ's streetcars, trolleybuses and battery buses take people comfortably to any destination in Zurich using electricity from 100 percent renewable energy sources. What's more, one streetcar lane carries as many people as five car lanes, conserving limited space in the city.
Switching is worth it for the nerves: This was the theme of the "deckchair" motif at the height of summer, the look of which was based on the light beechwood seats in the new Flexity streetcar. Because with public transport, you can save yourself the stress of traffic, including the search for a parking space.
Switching pays off for the wallet: This is the subject of the "slide rule", because streetcars and buses are clearly better financially than cars. As the official TCS model calculation in the Copy proves.
Switching to the VBZ electric vehicles is worthwhile in terms of range. This is because the streetcar and trolleybus are permanently powered by a 525-kilometer catenary network. The high-range electric vehicles can be test-driven daily at 430 locations, e.g. with the 24-hour ticket.
The VBZ subjects reach their audience offline and online: on double- and full-page ads in "20 Minuten", on posters and driver back panels in all vehicles of the VBZ Züri line as well as in the VBZ social channels (Facebook, Instagram, Twitter).
Responsible at VBZ: Silvia Behofsits (Head of Corporate Communications), Sherin Madassery (Junior Project Manager Corporate Communications). Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger, Isabelle Hauser, Catherine Martin (Art Direction), Armin Arnold (DTP), Markus Ruf (Text), Kevin Meier (Consulting Assistance), Gian Marco Juon (Consulting Management). External partners: Flaeck, Tobias Stierli (CGI), Lorenz Wahl (image editing), Fotostudio Detail AG (photography slide rule).
