Franz & René: Street Marketing in Lausanne's Metro

Lausanne's M2 metro is celebrating its fifth anniversary. A good opportunity for Lausanne's public transport company to draw attention to the rebuilt metro trains, which are designed to cope with the steadily growing passenger flows with more standing room.
A campaign was to sensitize passengers to the new travel habits, and the agency Franz & René won the agency pitch announced for this purpose.

Welcome aboard!

Franz & René planned and staged a street marketing campaign with actors who introduced passengers to the new carriage concept. Between October 30 and November 1, these actors patrolled the platforms and trains and welcomed passengers boarding the M2. The look and gestures of the actors were reminiscent of airline employees: as flight attendants and ground staff in the M2 colors, they showed passengers the way to the new carriage zones for short and long distances and distributed brochures specially designed for this campaign. New signage inside the car is also designed to direct passengers to the right zones and encourage them to adapt their boarding habits to the new conditions. At the stops, ePanels support the campaign. A multichannel action with charm that will be well remembered and that succeeded in conveying the message of Lausanne Public Transport in a positive way.

The campaign started live on site early in the morning on October 30 in the presence of around ten invited media representatives and the cult figure of French-speaking Switzerland, Marie-Thérèse Porchet, as a surprise guest. In the course of the day, the various media (20min.ch, La Télé and RTS see below) about the event, which put the spotlight on the Lausanne public transport company's efforts to constantly adapt to the needs of its customers, even after five years.

Responsible at Transports Publics de la Région Lausannoise: Frédéric Zamofing (Head of Communications), Elodie de Kalbermatten and Virginie Meusy (Communications Officer). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger and Olivia Divorne (Event Management), Daniel Rödel (AD), Basile Z'Graggen (CR), Samir El Bourachdi (Junior AD), Pierrick Allan (Junior AD), Noam Perakis and Céline Rey (Direction and Coordination of Actors and Actresses).