Cars want Avia
Service stations JvM/Limmat wants to improve the image and awareness of the Avia association with a remake of the action series "Knight Rider".
Petrol stations JvM/Limmat wants to improve the image and awareness of the Avia association with a remake of the action series "Knight Rider" Breathe a sigh of relief! After years of anxious waiting, he is back on the hunt for criminals: "Knight Rider" is on Swiss television, albeit "only" as a cover version and "only" in the commercial breaks. And the new edition of the talkative, cult-curious K.I.T.T. sports convertible with Turbo Boost is no longer in the service of the seriously ill multimillionaire Wilton Knight, but of the healthy Avia, the association of independent Swiss importers of petroleum products.
Contrary to the nationwide downward trend, Avia member companies were able to expand their network of sites to a good 700. According to the Petroleum Association, this means that they have by far the densest network of filling stations in Switzerland and the second largest in France. Avia is also expanding in other European countries. The typically Swiss organization, founded in 1927, owes this positive development to its main characteristic: the independence of its members, who decide on their own activities within defined quality standards and a uniform image. According to its own information, it is one of the most important national suppliers in the slightly growing market with a sales volume of around two billion liters of fuel in Switzerland.
This makes the low level of awareness all the more surprising. Avia is not top of mind, but "only ranks in the last third", says Gisela Brunner, Head of Office and Marketing. The now exhausted campaign on the billboard network with the red spotted animals could do little to counter the international competition in advertising blocks - especially spill-in. On the contrary: at best, the roadside posters reached existing customers, but failed to attract any new ones.
In Avia's own study, location - preferably on the way to work -, appearance, access and departure routes were the main criteria for choosing a filling station. Even before the standard price. In order to communicate these quality-relevant aspects, Avia needed a new brand communication that would build awareness and image and convey competence without pathos.
For the independent TV commercial concept, pitch winner Jung von Matt/Limmat is using an unusual brand spokesperson who stands out from the classic testimonial: a Rinspeed Intelligent Concept Car (aka R.I.C.C.). Rinspeed from Zumikon provided the Rinspeed R One for this purpose.
"We chose actor Krishan Krone - alias Nigel - as our partner and counterpart, who gives the commercials an idiosyncratic touch," says CD Alexander Jaggy. The three episodes were filmed in the Lisbon area on real Avia locations and are deliberately based on the 80s series "Knight Rider" in terms of setting, dialog and editing. The film was directed by up-and-coming talent Frieder Wittich, who won the silver medal at the Young Director's Awards in Cannes with his work for McDonald's. POS posters at petrol stations accompany the TV adventures in the fight for a world with a full tank.
The long wait is over: "Knight Rider" is back - this time in the service of Avia.
A reunion with the heroes of the action series from the eighties: "Knight Rider" on the road for the Avia Association >> page 7
Luca Aloisi
Contrary to the nationwide downward trend, Avia member companies were able to expand their network of sites to a good 700. According to the Petroleum Association, this means that they have by far the densest network of filling stations in Switzerland and the second largest in France. Avia is also expanding in other European countries. The typically Swiss organization, founded in 1927, owes this positive development to its main characteristic: the independence of its members, who decide on their own activities within defined quality standards and a uniform image. According to its own information, it is one of the most important national suppliers in the slightly growing market with a sales volume of around two billion liters of fuel in Switzerland.
This makes the low level of awareness all the more surprising. Avia is not top of mind, but "only ranks in the last third", says Gisela Brunner, Head of Office and Marketing. The now exhausted campaign on the billboard network with the red spotted animals could do little to counter the international competition in advertising blocks - especially spill-in. On the contrary: at best, the roadside posters reached existing customers, but failed to attract any new ones.
In Avia's own study, location - preferably on the way to work -, appearance, access and departure routes were the main criteria for choosing a filling station. Even before the standard price. In order to communicate these quality-relevant aspects, Avia needed a new brand communication that would build awareness and image and convey competence without pathos.
For the independent TV commercial concept, pitch winner Jung von Matt/Limmat is using an unusual brand spokesperson who stands out from the classic testimonial: a Rinspeed Intelligent Concept Car (aka R.I.C.C.). Rinspeed from Zumikon provided the Rinspeed R One for this purpose.
"We chose actor Krishan Krone - alias Nigel - as our partner and counterpart, who gives the commercials an idiosyncratic touch," says CD Alexander Jaggy. The three episodes were filmed in the Lisbon area on real Avia locations and are deliberately based on the 80s series "Knight Rider" in terms of setting, dialog and editing. The film was directed by up-and-coming talent Frieder Wittich, who won the silver medal at the Young Director's Awards in Cannes with his work for McDonald's. POS posters at petrol stations accompany the TV adventures in the fight for a world with a full tank.
The long wait is over: "Knight Rider" is back - this time in the service of Avia.
A reunion with the heroes of the action series from the eighties: "Knight Rider" on the road for the Avia Association >> page 7
Luca Aloisi
