A ticket for much more
ÖV Publicis has produced two new, eye-catching «I Am, Too» commercials for the growing number of ZVV commuters.
Verkehrsverbund (ZVV) assumes that traffic flows will continue to increase despite
weak population growth, but due to new jobs in the
in the city of Zurich and agglomeration will continue to increase. Parallel
shopping and leisure facilities are likely to increase.
The best market opportunities for public transport, which is particularly important for
longer distances with its stress-free travel times and the
Possibility of using time productively, superior to private transport
is.
However, it is difficult to convince motorists of this. Always
The same number of commuters still travel by private transport and
even cover considerably more kilometers than public transport commuters. Only with
constant communication can encourage a change in thinking. Even a
large proportion of ZVV customers prefer to go out or use the
shopping trip your own vehicle.
In order to maintain or even expand its good competitive position in the future
the ZVV derives an increase in demand from the forecasts.
of 15 percent (2003 basis) -, it intends to expand its range of products and services in a targeted
expand. Even outside rush hours.
Consolidate image
In order to increase demand, the advantages of the ZVV network as a
brand must be further profiled, demanded the longtime
Publicis client. The focus is on brand awareness and image,
with the emotional contents such as "urbanity", "going out" and
"leisure time" should be addressed more than before. Above all
The customer groups "leisure and shopping traffic" are targeted
addressed.
The ways in which these requirements were met and implemented are shown by
the two new cinema spots from CD Jean Etienne Aebi and his
Publicis team: Does anyone dramatize the customer benefit with the
the impressive S-Bahn entrance to Oerlikon's ice hockey arena, the
others with the "Orchestergraben" boat stop on all
Opera lovers.
Luca Aloisi
