A streetcar is a bus is a boat is a train
Public transport The ZVV wants to anchor its "one ticket for everything" concept even more firmly with new implementations.
Public transport The ZVV wants to anchor its "One ticket for everything" concept even more firmly with new implementations The campaign of the Zurich Transport Association (ZVV) is already entering its fifth round this fall with the same content in new packaging. The agency Publicis, which successfully defended its annual budget of one million Swiss francs for another three years in a bidding process, is still responsible for the communication measures. "We were able to convince those responsible at ZVV that the 'Ich bin auch ...' concept has cult status and is far from over," explains Publicis consultant Lukas Tenger. In order to dramatize the networking of public transport in the ZVV once again, the creative team around CD Jean Etienne Aebi had children work for them this year. As a result, colorful streetcars, buses and boats have recently started to appear on Zurich's billboards. However, the three-year-olds are already so influenced by the advertising of recent years that they scribble over a streetcar - still labeled as such for older generations: "Deborah's (6) ship". For the Publicis advertisers, this is proof of the success of their concept.
A new subscription networkThe team also wants to prove that this is not only suitable for conveying the image message of "networking" with specific product messages. The most recent example is the introduction of the Z-Pass. Thanks to the new travelcard network, which will merge the ZVV with the neighboring fare networks from December 12, "one ticket for everything" will be valid beyond Zurich's cantonal borders in future. At the same time, the ZVV is increasing ticket prices by an average of 5.8 percent for the first time in over eight years. For the introduction of the Z-Pass, Aebi and his team are using the cantonal flags of the network partners and adding the headline "I'm a Zurich resident too".
Interesting segmentThe package of measures also includes small advertisements in the real estate environment. As newcomers are more willing to think about their habits and possibly switch to public transport, they are an interesting segment for ZVV. To draw their attention to the extensive range of public transport services, the advertisements play with floor plans of apartments and floors. In the space adjacent to the kitchen or bedroom, they show the opera house, the zoo or the Türlersee lake. The subscription covers and various ZVV brochures were also adapted to the concept and redesigned by Publicis.
Advertising with cult character is being further expanded: Publicis lets children draw colorful streetcars and ships.
Simone Keller
A new subscription networkThe team also wants to prove that this is not only suitable for conveying the image message of "networking" with specific product messages. The most recent example is the introduction of the Z-Pass. Thanks to the new travelcard network, which will merge the ZVV with the neighboring fare networks from December 12, "one ticket for everything" will be valid beyond Zurich's cantonal borders in future. At the same time, the ZVV is increasing ticket prices by an average of 5.8 percent for the first time in over eight years. For the introduction of the Z-Pass, Aebi and his team are using the cantonal flags of the network partners and adding the headline "I'm a Zurich resident too".
Interesting segmentThe package of measures also includes small advertisements in the real estate environment. As newcomers are more willing to think about their habits and possibly switch to public transport, they are an interesting segment for ZVV. To draw their attention to the extensive range of public transport services, the advertisements play with floor plans of apartments and floors. In the space adjacent to the kitchen or bedroom, they show the opera house, the zoo or the Türlersee lake. The subscription covers and various ZVV brochures were also adapted to the concept and redesigned by Publicis.
Advertising with cult character is being further expanded: Publicis lets children draw colorful streetcars and ships.
Simone Keller
