Euro RSCG: Silent advertising spaces speak for RTR
Radiotelevisiun Svizra Rumantscha (RTR) positions itself as the voice of Graubünden. In keeping with this, the Euro RSCG Zurich agency has developed a sophisticated yet very simple campaign: silent posters were transformed into conversational narrative media.
In each case, QR codes were used both as a direct response element and as a stylistic device. When the code is photographed with a smartphone, it provides people with background reports on the respective topics via audio podcasts. This turns a silent advertising space into an entertaining audio medium that, like Rhaeto-Romanic radio itself, begins to tell an eye-opening story. The newly developed claim explains why radio listeners should follow the invitation: "Listen in, look through" is the RTR promise. Or in Rumantsch Grischun: "Taidlas bler, vesas cler."
Based on this principle, not only talking posters with various subjects were created for RTR, but also talking advertisements, flyers, brochures and a talking façade on the RTR main building in Chur.
Responsible at RTR: Mariano Tschuor (Director), Maurus Dosch (Commercial Director), Esther Bigliel (Communications and Marketing), Erwin Ardüser (Head of Program Services). Responsible at Euro RSCG Zurich: Alexander Holtz (Creative Direction), Ivan Madeo (Concept/Text), Philipp Lengyel (Art Direction), Remo Rudolf (Graphics), Christina Mayer (Strategy), Marcel Mägerle, Niklaus Huwyler (Consulting), Frank Bodin (Overall responsibility).
