Better driving with TCS
The Touring Club Switzerland launches a tailor-made membership for young people. Numéro 10 is at the helm of communications.
The TCS is the largest club in Switzerland. Like many clubs, however, the club is plagued by recruitment problems. Yet the TCS has a lot to offer young drivers in particular. For many young people, their first car is usually a second-hand car. Used cars are cheaper - but also more prone to breakdowns. Conversely, TCS patrols are the safest rescue when it comes to repairing such a breakdown. However, the TCS, with its proximity to safety and caution, is not sexy for young people. In a pitch, the breakdown service was therefore looking for a new image. Gilles Aeby came up with the solution with his Numéro 10. "Cooldown Club" not only sounds cool, it also has a message: cool down if you have a breakdown. Because then TCS will help you.
New media are integrated
Membership of this new section of the traditional helpers' club is aimed at young people aged 16 to 25. The costs are just as tailored to the target group as the advertising and offers. "New media must be integrated," demanded Gilles Aeby, who also runs Buzzilla in his agency as a specialized department for viral marketing, buzz and guerrilla.
The idea was launched at the end of August with a teaser campaign. Posters and advertisements, for example in 20 Minuten, called for help for a certain Jenny. A teaser spot on young television channels such as Viva showed Jenny getting lost in her car. At night, alone and in a forest. All these signs were intended to direct the target group to a website Cooldownclub.ch.
In just under two weeks, Jenny's pleading eyes attracted 15,000 visitors to the website. 3000 of them took part in the "search campaign" or the competition. "The competition was only on air for six days in the second week," says a delighted Cendrine Gafner at Numéro 10 about the huge success.
The website contains information that does not initially refer to the sender, TCS. Only the product campaign that is now being launched with the resolution shows those interested in the club five funny films in which the breakdown service is discussed. However, to avoid any mishaps with misunderstood advertising, the Cooldown Club naturally offers real added value for young customers. A discount when filling up with Tamoil, discounted cinema tickets at Pathée and various special services at Ticketcorner are just a few of the gadgets that make this TCS youth club attractive off the road too. It's not just those who have the damage who should be able to benefit from the club. And anyone who turns 18 and is finally allowed to drive can have their first car checked by TCS free of charge.
Numéro 10 conceived and designed the name, the logo and the entire visual identity for this new idea. In a guerrilla campaign, 50 bars and youth clubs were also hit with "Help Jenny" stickers. A further wave of new ideas is to make the club even better known for the snow season.
Andreas Panzeri
New media are integrated
Membership of this new section of the traditional helpers' club is aimed at young people aged 16 to 25. The costs are just as tailored to the target group as the advertising and offers. "New media must be integrated," demanded Gilles Aeby, who also runs Buzzilla in his agency as a specialized department for viral marketing, buzz and guerrilla.
The idea was launched at the end of August with a teaser campaign. Posters and advertisements, for example in 20 Minuten, called for help for a certain Jenny. A teaser spot on young television channels such as Viva showed Jenny getting lost in her car. At night, alone and in a forest. All these signs were intended to direct the target group to a website Cooldownclub.ch.
In just under two weeks, Jenny's pleading eyes attracted 15,000 visitors to the website. 3000 of them took part in the "search campaign" or the competition. "The competition was only on air for six days in the second week," says a delighted Cendrine Gafner at Numéro 10 about the huge success.
The website contains information that does not initially refer to the sender, TCS. Only the product campaign that is now being launched with the resolution shows those interested in the club five funny films in which the breakdown service is discussed. However, to avoid any mishaps with misunderstood advertising, the Cooldown Club naturally offers real added value for young customers. A discount when filling up with Tamoil, discounted cinema tickets at Pathée and various special services at Ticketcorner are just a few of the gadgets that make this TCS youth club attractive off the road too. It's not just those who have the damage who should be able to benefit from the club. And anyone who turns 18 and is finally allowed to drive can have their first car checked by TCS free of charge.
Numéro 10 conceived and designed the name, the logo and the entire visual identity for this new idea. In a guerrilla campaign, 50 bars and youth clubs were also hit with "Help Jenny" stickers. A further wave of new ideas is to make the club even better known for the snow season.
Andreas Panzeri
