Maxomedia: At the touch of a finger into the world of experience of Gleis7
For SBB's youth marketing campaign, Maxomedia relies on cross-media storytelling, allowing the internet-savvy target audience to immerse themselves in the world of gleis7 through their own media.
From the age of 16, young public transport customers travel at the regular price. But that doesn't have to be the case. With the Half-Fare travelcard, they can continue to travel in Switzerland at half price. With the Half-Fare travelcard for 16-year-olds, SBB offers young people an attractive introductory travelcard at a price of CHF 99. And at the same time, it opens up a world of benefits to them: From attractive discounts for public transport, leisure and shopping to the adventure compass with great leisure ideas.
These messages had to be conveyed in a positive way that also attracted the attention of young adults. After all, on their 16th birthday, this target group, which tends to be resistant to advertising, is literally inundated with offers. In order to stand out, Maxomedia came up with something special: A mailing that doesn't simply explain the offer, but makes it tangible.
This links several media: A physical postcard on the birthday provides the link to the online video (gle). This invites young people to immerse themselves in the world of gleis7 and place their finger on the smartphone. After the countdown, the action begins: animations are created around the finger, making users part of the scenery themselves thanks to the interaction illusion.
The entertaining video subtly conveys the message and makes its unique benefits palatable to young people. At the end of the user journey, a special birthday surprise awaits: the Half-Fare Card for 16-year-olds at a special price for one year. The online-savvy target group experiences the Gleis7 universe in a playful way and is led directly to ordering the Half-Fare travelcard without a media break.
Responsible at SBB: Reto Meissner (Head of Marketing Communications), Dominic Lüthy (Responsible for Children and Youth Marketing), Franziska Kellenberger (Head of Dialog Marketing Communications), Marion Renn (Dialog Manager). Responsible at Maxomedia: Bernhard Herzig (overall responsibility), Reto Schild (creative director), Mike Keller (consulting), Romaine Brunner (project management), Daniel Rödel (art direction), Antonia Bekiaris (text/concept). Responsible for film production at Studio Flox: Florian Hassler (picture), Maximilian Zenk (director).
