"I am also a bedroom"
Action! Publicis launches the third phase of its advertising campaign for the Zurich Public Transport Association
Film off! Publicis ignites the third advertising stage for the Zurich Transport AssociationBy Luca Aloisi Every day, 1.3 million people travel on the transport network of the Zurich Transport Association (ZVV). Almost as many people voted its "Richtig verkehrt" campaign the campaign of the year 2001. The in-house agency Publicis has now topped the winning campaign with two Hollywood-worthy cinema spots.
"The most difficult part of producing the film was making the streetcar seaworthy," grins Publicis CD Dani Krieg with visible pride. We are talking about the upcoming cinema spot version of the "One ticket for everything" strategy. In around two years, the image campaign launched after the introduction of the new CI has, with its astonishing implementations, made the ZVV fare network and the network of ZVV services well known and turned the trivial slogan "I'm also a..." into a catchphrase. CCO Jean Etienne Aebi won almost everything there is to win in the industry with the buses running on rails and the streetcars on lakes.
It was not only the awards from the professional and lay public that prompted those responsible to continue on the chosen communication path. "With a market share of 60 percent of commuters to Zurich, we have a top position in Europe," says ZVV advertising manager Hans Wälty. Truly a good testimony to the marketing budget of around two million.
ZVV also arrives at the office next year
He does not accept the fact that ZVV users are dependent on the regional public transport company's services anyway and that the ZVV could therefore do without its image. Competition in the canton of Zurich - where car availability is 70 percent - remains tough.
However, the fact that the ZVV is not only presenting itself as an alternative to gridlock, but also wants to expand its strong position by extending its night-time services, shows that its business plans are geared towards growth. The integral night network service will also soon reach the young target audience in cinemas. For the time being, however, the visual magic of the two new ZVV cinema ads meets the high expectations for the follow-up campaign to "One ticket for everything".
A streetcar makes its way across the lake in the morning mist alongside a fishing boat and ducks, while, conversely, a ship collects passengers on the country road in an idyllic landscape. Accompanied by classical music, the technically sophisticated films invite you to indulge yourself.
With advertising messages such as "I am also an office" or "I am also an office", ZVV will be profiling the additional benefits as well as its core competence in the familiar style from mid-October. "In this way, we are lifting the veil a little on what might happen in 2003," says Krieg. And Wälty adds sibyllinically: "We haven't shot our powder yet."
"The most difficult part of producing the film was making the streetcar seaworthy," grins Publicis CD Dani Krieg with visible pride. We are talking about the upcoming cinema spot version of the "One ticket for everything" strategy. In around two years, the image campaign launched after the introduction of the new CI has, with its astonishing implementations, made the ZVV fare network and the network of ZVV services well known and turned the trivial slogan "I'm also a..." into a catchphrase. CCO Jean Etienne Aebi won almost everything there is to win in the industry with the buses running on rails and the streetcars on lakes.
It was not only the awards from the professional and lay public that prompted those responsible to continue on the chosen communication path. "With a market share of 60 percent of commuters to Zurich, we have a top position in Europe," says ZVV advertising manager Hans Wälty. Truly a good testimony to the marketing budget of around two million.
ZVV also arrives at the office next year
He does not accept the fact that ZVV users are dependent on the regional public transport company's services anyway and that the ZVV could therefore do without its image. Competition in the canton of Zurich - where car availability is 70 percent - remains tough.
However, the fact that the ZVV is not only presenting itself as an alternative to gridlock, but also wants to expand its strong position by extending its night-time services, shows that its business plans are geared towards growth. The integral night network service will also soon reach the young target audience in cinemas. For the time being, however, the visual magic of the two new ZVV cinema ads meets the high expectations for the follow-up campaign to "One ticket for everything".
A streetcar makes its way across the lake in the morning mist alongside a fishing boat and ducks, while, conversely, a ship collects passengers on the country road in an idyllic landscape. Accompanied by classical music, the technically sophisticated films invite you to indulge yourself.
With advertising messages such as "I am also an office" or "I am also an office", ZVV will be profiling the additional benefits as well as its core competence in the familiar style from mid-October. "In this way, we are lifting the veil a little on what might happen in 2003," says Krieg. And Wälty adds sibyllinically: "We haven't shot our powder yet."
