European Change Communications Award for the VBZ campaign by Ruf Lanz
Ruf Lanz’s VBZ campaign has won yet another international award: the 2014 European Change Communications Award in the Branding category. This time, the award recognizes VBZ’s employer branding.
Jörg Buckmann, HR Manager at VBZ, says of the success: "Heinz Vögeli, Head of VBZ Corporate Communications, and I consistently try to create a uniform image in the minds of all target groups. That's why the boundaries between corporate and HR communications are becoming increasingly blurred. This starts with the common brand promise: It pays to switch." Creative Director Markus Ruf of Ruf Lanz adds, "Depending on how you charge it, it means: switching from car to streetcar and bus. Or changing from another employer to VBZ. The creative spirit behind it is the same."
According to Hannes Maier, organizer of the European Change Communications Awards, the freshness and cheekiness of the VBZ campaign made the jury laugh and smile. But the proof of the campaign's success was also convincing.
Some highlights of VBZ personnel communications:
The cinema spot "Born to ride the bus":
Example of a pointed ad for a current occasion:
A job ad in a new dress: In order to recruit female streetcar pilots, the VBZ service dress was advertised like a fashion trend.In the editorial style section in the Friday magazine of 20 Minuten. The clothing presented the VBZ tramp pilot Melanie Mos (Werbewoche.ch reported).
Example of the merging of corporate and HR communications:
