Attention, Cobra always has right of way
TSR Campaign Office, Zurich, launches the new Züri-Tram
TSR Kampagnenbüro, Zurich, launches the new Züri-TramSince 1998, the Zurich-based TSR Kampagnenbüro, in cooperation with the graphic design studio Weiersmüller Bosshard Grüninger, has been giving the public transport company Verkehrsbetriebe Zürich (VBZ) a striking and appealing face. The project team's most recent work is the eye-catching launch campaign for Cobra, VBZ's new low-floor streetcar. The two-stage launch of Cobra began at the Züri-Fäscht with the rollout at Paradeplatz. Since the new streetcar has been running regularly on the city network, the launch is now continuing.
The new Züri-Tram Cobra, which attracted numerous curious visitors, was accompanied by a poster motif showing a snake basket like those used by snake charmers in the markets of Bombay. The difference, however, was that the basket was in Zurich colors.
The follow-up motifs currently being published by Edith Kaiser, illustrated in photorealistic style, are based on the same idea as this basket motif, in which the snake plays the role of the temptress. The creatives used the story of the fall of man as a model.
Free admission to the zoo with the VBZ annual subscription
TSR consultant Wolfgang Bollack justifies the different look of the Cobra appearance from the rest of the advertising for the offer by saying that it is an obvious implementation. He also justifies the positioning with the fact that putting a low-floor streetcar on the market is an innovative step that should enhance VBZ's image. "We didn't want to create a banal campaign that focused on the shape of the vehicle or technical features," says Bollack.
The launch will be supported by a photo exhibition on the subject of snakes, organized with Zurich Zoo and housed in the Cobra, as well as a promotion: VBZ will give away a free zoo ticket worth CHF 48 with every annual season ticket purchased by 16 December. "We wanted to give our employees at the points of sale something that would enable them to make a better sales pitch," says Ursula Gamper, Head of Market Communication at VBZ, commenting on the campaign. Ernst Weber
The new Züri-Tram Cobra, which attracted numerous curious visitors, was accompanied by a poster motif showing a snake basket like those used by snake charmers in the markets of Bombay. The difference, however, was that the basket was in Zurich colors.
The follow-up motifs currently being published by Edith Kaiser, illustrated in photorealistic style, are based on the same idea as this basket motif, in which the snake plays the role of the temptress. The creatives used the story of the fall of man as a model.
Free admission to the zoo with the VBZ annual subscription
TSR consultant Wolfgang Bollack justifies the different look of the Cobra appearance from the rest of the advertising for the offer by saying that it is an obvious implementation. He also justifies the positioning with the fact that putting a low-floor streetcar on the market is an innovative step that should enhance VBZ's image. "We didn't want to create a banal campaign that focused on the shape of the vehicle or technical features," says Bollack.
The launch will be supported by a photo exhibition on the subject of snakes, organized with Zurich Zoo and housed in the Cobra, as well as a promotion: VBZ will give away a free zoo ticket worth CHF 48 with every annual season ticket purchased by 16 December. "We wanted to give our employees at the points of sale something that would enable them to make a better sales pitch," says Ursula Gamper, Head of Market Communication at VBZ, commenting on the campaign. Ernst Weber
