The Museum of Transport goes full throttle
For the TV ad campaign, Edelweiss Kids observed visitors in the interactive world
Edelweiss Kids observed kids in the adventure world for the TV commercial campaignThe Swiss Museum of Transport's cash registers are no longer ringing as loudly as they used to, even though there is no shortage of attractions. In recent years, the institution has made major investments in the entertainment sector. For example, the first Swiss Imax cinema was opened in 1996, followed by the redesign of the rail hall, the opening of the Gotthard tunnel show and the renovation of the Cosmorama. "We have to fight for visitors every day," says Claudio Rossetti, Head of PR and Marketing at the Swiss Museum of Transport. A TV campaign commissioned to increase the flow of visitors is now intended to remedy this problem. "With the six commercials, we want to better inform the public about the expanded offer and at the same time polish up our dusty image," says Rossetti, describing the aim of the new advertising campaign.
To this end, the museum's diverse world of experiences is to be integrated into a single campaign. "It smacks of an appeal to all the senses," says Sigrid Baumann, consultant at the Edelweiss agency commissioned with the project, describing the initial idea behind the implementation. With a budget of 400,000 francs, this claim was ultimately implemented in six commercials.
The Primetimet tariffs were elegantly avoided, as the commercials are placed in the youth program and the core target group is aimed directly at without going beyond the financial framework. "The power to determine the Sunday program increasingly lies with the kids today," adds Rossetti. It is therefore important to win their favor.
Three Lucerne school classes were engaged for the low-budget production. Not a bad decision, because the shining children's eyes in the infrared shots are more convincing than shining model eyes. The commercials are also extremely emotional: the happy faces, the excited shouting and the spontaneous laughter make every child's heart beat faster. Zoom shots also convey a feeling of closeness and security. Thanks to trendy color filters, the films don't come across as bland as you'd expect from low-budget productions. Carole Koch
To this end, the museum's diverse world of experiences is to be integrated into a single campaign. "It smacks of an appeal to all the senses," says Sigrid Baumann, consultant at the Edelweiss agency commissioned with the project, describing the initial idea behind the implementation. With a budget of 400,000 francs, this claim was ultimately implemented in six commercials.
The Primetimet tariffs were elegantly avoided, as the commercials are placed in the youth program and the core target group is aimed directly at without going beyond the financial framework. "The power to determine the Sunday program increasingly lies with the kids today," adds Rossetti. It is therefore important to win their favor.
Three Lucerne school classes were engaged for the low-budget production. Not a bad decision, because the shining children's eyes in the infrared shots are more convincing than shining model eyes. The commercials are also extremely emotional: the happy faces, the excited shouting and the spontaneous laughter make every child's heart beat faster. Zoom shots also convey a feeling of closeness and security. Thanks to trendy color filters, the films don't come across as bland as you'd expect from low-budget productions. Carole Koch
