Valencia Kommunikation implements AI-supported campaign for TNW
Using a newly developed visual style that combines AI-generated models with real public transportation elements, Valencia Kommunikation is enhancing the communication campaign for the U-Abo pass offered by the Northwest Switzerland Transport Association. The project demonstrates how artificial intelligence can be effectively used in communication.
"Are we advertising the U-Abo correctly?" This fundamental question of the Tarifverbund Nordwestschweiz was at the beginning of the campaign concept. The aim was to strategically sharpen the U-Abo, which has been a symbol of environmentally friendly mobility for over 30 years with more than 150,000 subscribers, and to recharge it communicatively.
In a challenging market environment characterized by the effects of the pandemic, changing mobility habits and the boom in e-bikes, Valencia Kommunikation worked with the client to develop a sound marketing strategy.
Explorative approach and close cooperation
Target groups, core arguments and possible development directions for the brand were analyzed in several strategy workshops. The campaign based on this was created in a deliberately iterative and customer-oriented process. Valencia Kommunikation and TNW worked closely and productively together, particularly in the development of the new imagery. Together, the possibilities and limits of AI-supported image generation were explored, degrees of realism were discussed and technological issues were clarified transparently; the advisory role of Valencia Kommunikation was correspondingly central.
New visual world: AI and reality in a convincing symbiosis
The result is a modern, clearly structured visual identity that respects the existing color and typeface world, but conveys the messages in a more contemporary and concise way. At the heart of the further development is the visual world: AI-generated models are combined with real photographed TNW vehicles and regional environments. This symbiosis makes the visuals both independent and credible.
The use of AI offers the customer more flexibility: new subjects can be developed quickly and efficiently, for example for sporting events, seasonal campaigns or special promotions. The use of digital models also enables customers to make significant cost savings in the area of image rights. The visuals are used across all channels, from digital media to fully branded streetcars in the regional public transport network.
Responsible at Valencia Communication: Michael Gerber (CEO and Head of Creation), Sebastian Refardt (Concept/Text), Amadea Waldmann (AD), Jelena Planic (Graphics), Linda Voglgsang (Graphics), Iraklis Hungerberg (Consulting), Sylvia Schneider (Consulting), Marco Fritz (PA), Ana Estepa Garcia (Motion), Tara Foley (Motion), Jas Stebler (PA), Marina Onofri (PA), Photography: Tobi Dürring (photographer), Lukas Gloor (composing, AI image processing), Media Planning: TW Media, Vehicle lettering: Moving Media, Responsible at Tarifverbund Nordwestschweiz: Thomas Stadelmann (project management), Adrian Brodbeck (management)
