Franz & René: Guerilla for soft mobility
This summer, Franz & René launched a major communication campaign for Energieschweiz called “Bike4Car,” promoting e-bikes as a primary mode of transportation. The trade-in promotion was publicized through a guerrilla marketing campaign.
The aim of Bike4Car is to raise awareness among urban motorists so that they discover the advantages of an e-bike. Those interested can exchange their car for an e-bike free of charge for two weeks and also benefit from a four-month subscription to Mobility Car Sharing.
700 e-bikes are available throughout Switzerland until the end of September at the main partners of the +Stromer- and Coop Bau+Hobby project. The platform Bike4car.ch allows to locate the e-bikes available in the vicinity. The campaign was advertised throughout the summer at national level on TV, on street posters, fuel dispensers and with POS material in partner stores. In addition, a guerrilla action was launched in city centers by means of the " Walking Minds " - surprising and a first in Switzerland.
Responsible at Energieschweiz: Chantal Purro (Communications Officer), Hermann Scherrer (Mobility Section). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Nicole Gütiger (Campaign Manager), Marco de Albuquerque (Art Direction), Sven Jungo (Video, Graphic Design), Gianluca Terzini (Graphic Design). TV: Freestudios, Geneva.Walking Minds: Wiecomic, Berlin (Germany).
