A little battle music
The construction site orchestra turns noise into music for the Stadelhofen station restaurant - and Euro RSCG thus turns necessity into virtue. So much irony in a crisis is good for you.
Construction sites in front of pubs - landlords love it, especially in summer. The tables shake, the glasses clink and the guests can no longer understand their own words, let alone those of their counterparts. It's not unlikely that beer-drinkers and wine-lovers will look for a quieter pub during the construction period. Zurich's Bahnhof Stadelhofen restaurant is currently struggling with dust, stench and compressed air hammering. May is also making everything new on Stadelhoferplatz - and will do so until September: the streetcar and Forchbahn tracks are being relocated. Luckily, the construction site orchestra plays in the cozy corner pub: With the jackhammer symphony and the circular saw sonata, virtuosically "played" by construction workers Lazlo Terfleks and Sören Borström, the restaurant tries to keep its guests. Window stickers and posters advertise the musical treat.
A wink against adversity
The major construction site right on the doorstep prompted the company that runs the Bahnhof Stadelhofen restaurant, Commercio Piccadilly AG, to ask its advertising agency Euro RSCG for a clever idea to counter the decline in customer numbers. The creative minds had the clever idea of turning the noise into music - after all, a building site can also be an exciting spectacle. The urban beats and subtle cascades of sound from jackhammers and circular saws make for a cozy place to eat and drink, as the restaurant's guests are advised.
Crisis and building site come in a double pack for the pub. However, the operating company doesn't see the train as having left the station, but is facing the difficult situation with a wink and irony. This is not only pleasant, but should also serve its purpose: Generating sympathy and retaining guests. "People are reacting very positively, the campaign has been very well received," says Nicolas von Graffenried, Managing Director of Commercio Piccadilly AG. Commercio Piccadilly knows a thing or two about adversity: The Bahnhof Stadelhofen restaurant has already had to overcome a number of challenges. The biggest was the redesign of Stadelhofen station in the 1980s. "The noise level and the obstacles around the outside tables are a tough test even for a lucrative establishment like Restaurant Bahnhof Stadelhofen," says Axel Eckstein, Creative Director at Euro RSCG. "When whitewashing no longer works, the only thing that helps is a charm offensive. Regular customers in particular really appreciate this kind of approach."
The construction site quintet
Incidentally, the construction workers who present themselves in tails and with their "instruments" are real. The ironic motifs are used as posters, window stickers and placemats. Vouchers in the style of a concert ticket are also distributed: They grant guests free admission to the concert - and, so that the irony doesn't get out of hand, a glass of Prosecco with every meal eaten at the Bahnhof Stadelhofen restaurant. So don't panic: The construction site orchestra is here.
Anne-Friederike Wilhelm
A wink against adversity
The major construction site right on the doorstep prompted the company that runs the Bahnhof Stadelhofen restaurant, Commercio Piccadilly AG, to ask its advertising agency Euro RSCG for a clever idea to counter the decline in customer numbers. The creative minds had the clever idea of turning the noise into music - after all, a building site can also be an exciting spectacle. The urban beats and subtle cascades of sound from jackhammers and circular saws make for a cozy place to eat and drink, as the restaurant's guests are advised.
Crisis and building site come in a double pack for the pub. However, the operating company doesn't see the train as having left the station, but is facing the difficult situation with a wink and irony. This is not only pleasant, but should also serve its purpose: Generating sympathy and retaining guests. "People are reacting very positively, the campaign has been very well received," says Nicolas von Graffenried, Managing Director of Commercio Piccadilly AG. Commercio Piccadilly knows a thing or two about adversity: The Bahnhof Stadelhofen restaurant has already had to overcome a number of challenges. The biggest was the redesign of Stadelhofen station in the 1980s. "The noise level and the obstacles around the outside tables are a tough test even for a lucrative establishment like Restaurant Bahnhof Stadelhofen," says Axel Eckstein, Creative Director at Euro RSCG. "When whitewashing no longer works, the only thing that helps is a charm offensive. Regular customers in particular really appreciate this kind of approach."
The construction site quintet
Incidentally, the construction workers who present themselves in tails and with their "instruments" are real. The ironic motifs are used as posters, window stickers and placemats. Vouchers in the style of a concert ticket are also distributed: They grant guests free admission to the concert - and, so that the irony doesn't get out of hand, a glass of Prosecco with every meal eaten at the Bahnhof Stadelhofen restaurant. So don't panic: The construction site orchestra is here.
Anne-Friederike Wilhelm
