Full speed ahead: MRB gets the Lake Zurich ferry underway
Drivers love driving. Even at rush hour. And even if they stand more than they drive. What many forget: How easy it is to avoid the neuralgic traffic jams at Bellevue and on the Seedamm. Literally. MRB wants to change this with a new campaign for the Lake Zurich ferry Horgen-Meilen. And make the shortcut across the lake top-of-mind again.
The car ferries between Horgen and Meilen are real time accelerators. They cross Lake Zurich in just 10 minutes. However, not even Google shows this connection correctly, but calculates with the much longer crossing time of passenger shipping. This puts the ferry offside. Drivers would save time even if they took a detour to the ferry.
Ten minutes is a lot of time these days. And this is exactly what MRB is focusing on with its new brand promise. If you use the ferry, you get ten minutes for free in which you can take your hands off the wheel, daydream about the seagulls or write a WhatsApp. 10 minutes more of the freedom that drivers love so much.
For the new ferry campaign, the creatives at MRB are relying on the power of the moment. Seven headlines play on selected locations and situations in which drivers fight their way through traffic, stand at red lights or get stuck in traffic jams. The unmistakable message is the campaign's new slogan for the Lake Zurich ferry: Across Lake Zurich in 10 minutes - only the ferry can do that.
Responsible at the Lake Zurich ferry Horgen-Meilen: Martin Zemp (Managing Director). Responsible at MRB: Christoph Bürge (strategy), Roman Steinacher, Celina Sprenger (consulting and media), Michael Rottmann, Dominic Wirz, Elgee Wee, Veronica Futterknecht, Leorah Uhricek (creation), Dave Guntern (image editing), Bruno Breitenmoser and Ursula Trottmann (realization/production).
