Crome: I love U (subscription)
Am 1. März 1984 führten die Basler Verkehrsbetriebe BVB und die Baselland Transport BLT gemeinsam das Umweltschutzabonnement U-Abo ein. Die von der Basler Werbeagentur Crome geschaffene U-Abo-Kampagne knüpft daran an und bringt die emotionale Bindung auf die Formel «I love U».
The subscription concept is valid throughout the entire network area without any time or geographical restrictions. The success of the U-Abo brought about a turnaround in passenger frequency; the number of passengers doubled within three years, according to a press release from the Crome agency. Today, the U-Abo is the core product of the Tarifverbund Nordwestschweiz TNW with over 2 million sales per year. Around 80 percent of all passengers travel with the U-Abo.
The campaign, which has been running for three years, aims to surprise, amaze and provoke. To this end, the posters and advertisements present more or less amiable heads that dramatize certain stops or excursion destinations or make seasonal references to calendar events in the Basel region, such as the Basel Autumn Fair. The tongue-in-cheek local references are intended to reinforce the regional anchoring of the campaign as well as the likeability of the TNW brand.
Responsible at Crome: Bernhard Wenger (Creative Direction), Nicole Wermelinger (Consulting), Thomas Strecker (Concept), Helge Dilger (Art Direction), Patrizia Stalder (Graphics), Leu und Partner (Photography).
The campaign, which has been running for three years, aims to surprise, amaze and provoke. To this end, the posters and advertisements present more or less amiable heads that dramatize certain stops or excursion destinations or make seasonal references to calendar events in the Basel region, such as the Basel Autumn Fair. The tongue-in-cheek local references are intended to reinforce the regional anchoring of the campaign as well as the likeability of the TNW brand.
Responsible at Crome: Bernhard Wenger (Creative Direction), Nicole Wermelinger (Consulting), Thomas Strecker (Concept), Helge Dilger (Art Direction), Patrizia Stalder (Graphics), Leu und Partner (Photography).
