FE Agency: Tram turned into train
The FE agency, based in Baden and Zurich, has given a VBZ streetcar the look of the Schweizerische Südostbahn AG. The Cobra streetcar, "disguised" as a Traverso train, travels through Zurich all year round and draws attention to the three most beautiful connections across Switzerland.
Unveiled yesterday, in service today: The VBZ Cobra streetcar was transformed into the Traverso train type of Schweizerische Südostbahn AG (SOB). The copper-colored exterior as well as the elaborate interior design was reworked from scratch by the FE agency. It unites the three tourist lines of the SOB, which are promoted as "the most beautiful connections" between nature and culture, between north and south and between city, country and river: The Voralpen-Express from St. Gallen to Lucerne, the Treno Gottardo from Basel and Zurich to Locarno and the IR Aare Linth from Chur via Zurich to Bern.
A flagship on rails
The FE agency has been launching several national cross-media campaigns for SOB every year for the past three years. It stages the three lines, two of which it also accompanied during their launch, online and offline along the entire customer journey. The diverse offers are very well received by the target group. The additional streetcar full branding is a cross-line and cross-campaign measure, which serves to anchor the product locally and offers attractive opportunities for sales promotion and direct communication with the target group.
"With our Traverso in Zurich, we want to bring Zurichers closer to the SOB and its tourist lines such as the Treno Gottardo, the Voralpen-Express and the IR Aare Linth," says Reto Ebnöther, Head of Marketing and Sales at SOB. During the ride in the SOB streetcar, passengers' longing and desire to travel will be awakened, the image of the most beautiful connections will be strengthened, awareness will be increased and the Traverso train and its iconic copper tone will be placed as a modern and comfortable tourist train.
Varied inner values
When boarding, colorful motifs familiar from the current campaigns depict the routes from the sandy Ticino beach to the cobblestones in St. Gallen's old town. Passengers will find various hit offers and inspiration for excursions in the streetcar interior, learn about SOB's comprehensive range of routes and experiences, and can immerse themselves in the diversity of the three "most beautiful lines".
Postcards with the popular campaign motifs are always available as giveaways. The SOB streetcar has been in operation since April 1, 2023, and will be used on various Züri-Tram lines - so that each of these lines may once become the most beautiful connection. The "most beautiful streetcar in Switzerland" will be in service until November 30, 2023.
Responsible at Schweizerische Südostbahn AG: Reto Ebnöther (Head of Marketing & Sales), Andi Huber, (Product Manager Treno Gottardo), Semra Yavuz (Senior Project Manager Digital Marketing), Filip Flüeler (Product Manager Voralpen-Express/IR Aare Linth). Responsible at FE Agency: Lukas Herzog (Managing Director), Melina Frei (Concept and Project Management), Janine Bachmann (Art Direction), Noemi Rohner (Polygraphy), Nadja Heimann (Polygraphy), Danusha Kuchtova (Text), Giacomo Wyss (Image Editing).
