Not with the SBB, dear Zukkihund!
He's politically incorrect, not at all G-rated, and doesn't mince words. He goes clubbing, drinking and flirting. Manuel P. Nappo about Zukkihund.
He then shares his experiences in the form of photo series or sayings on Facebook and lets us share the ups and downs of his adventurous doggy life. We're talking about Zukkihund, the creation of Zurich graphic artist, entrepreneur and standup comedian Rafi Hazera. The virtual husky has more than 40,000 likes on Facebook, more than 5,000 followers on Twitter, and he reaches countless Internet users every day with his iconic sayings.
The cheeky online husky has already attacked various companies several times, including the SBB recently. In the form of a typical Zukki dog collage, the cheeky husky made fun of the public transport network. When the first snowfall of the season came last year and with it the obligatory train delays, the husky posted a picture showing perplexed SBB managers in a meeting who were not prepared for the first snowfall. To this the comment: "Han d'SBB trotzdem no gärn." The Zukki dog spoke thus probably the annoyed commuters, who experience this every year anew, directly from the soul. The post was therefore correspondingly well received and was flooded with over 3000 likes, over 120 approving comments and immediately also shared over 300 times.
And how did our federal company react? Surprisingly amusing, one may say. The SBB showed great self-irony and accepted the challenge: They changed the texts in the speech bubbles in their favor, placed the Zukki dog in the picture and shared the new collage on Twitter. So in keeping with the motto: "What you can do, dear Zukkihund, we've been able to do for a long time!" A truly successful counterattack, and not only in the eyes of Internet users: Zukki dog also took the unexpected reaction humorously and showed his appreciation. He published the SBB's counter-post on Facebook and Twitter with the statement "Haha, d'SBB hät mi zruggdisst uf Twitter, gar nöd schlächt".
SBB positively surprised quite a few people with this campaign. 163 retweets and 231 favorites speak for themselves. You could also read comments like "Simply awesome" or "Well done SBB". It was precisely because this counter-post was fresh, authentic and unexpected that it was so well received. And SBB proved that even a supposedly stiff federal company can laugh at itself. So I am happy to say "Thumbs up SBB". Blog.sbb.ch/zukkihund.
Manuel P. Nappo, Director of Studies CAS Social Media Management HWZ Hochschule für Wirtschaft Zürich. www.fh-hwz.ch/smm
