Orell Füssli streetcars in Berne and Basel
To ensure high-profile implementation of the store renaming, the book retailer Orell Füssli Thalia has launched an extensive branding campaign.
Switzerland's largest book retailer, Orell Füssli Thalia, was previously present in the Swiss market with the two main brands Orell Füssli and Thalia. In future, the company will focus on the Orell Füssli umbrella brand and has therefore rebranded 15 Thalia stores in Switzerland as Orell Füssli (Werbewoche.ch reported). The project, which includes replacing the lettering on the exterior facades and in the stores, is accompanied by a targeted image campaign. This is supplemented by Orell Füssli streetcars in Basel and Bern, where books are made available for reading.
The centerpiece of the image campaign illustrations of well-known figures from the world of books and literature. This world merges with the world of Orell Füssli in the images. Gutenberg, for example, can be seen reading a novel on his Tolino e-reader, or Sherlock Holmes looking for the solution to the mystery on the bookshelf. The idea behind the subjects: protagonists from world literature, whose stories were previously also available as books in Thalia stores, are now all united under the Orell Füssli name.
Bookshelf on rails
The illustrations are also printed in real size on the two Orell Füssli streetcars that will be on the road in Basel and Bern for three months from May 28 to August 28, 2016. While the illustrations of characters from famous stories can be seen on the exterior cladding of the streetcars, passengers can browse through books themselves inside - current bestsellers and timeless classics are available for streetcar users to read. "This is our way of sharing our passion for books with passengers," says Coralie Klaus-Boecker, Head of Marketing & Communications at Orell Füssli Thalia. "People will realize how quickly you forget stress and everyday life when you immerse yourself in the world of literature." The campaign will be complemented by ads placed in various print media.
Renaming of 15 Thalia stores in just one week
The Blue Spirit agency carried out the nationwide conversion of the 15 Thalia bookstores to Orell Füssli in just one week during ongoing operations. Blue Spirit worked with Marzohl on the actual implementation. The individuality and history of each store had to be taken into account. Conceptual design and meticulous preparations had been underway since December.
Responsible at Orell Füssli Thalia: Coralie Klaus-Boecker (Head of Marketing & Communications), Urs Schweizer (Head of Infrastructure and Contracts), Mirem Atac (Campaign Manager). Project partners: Blue Spirit Communications, Marzohl Werbetechnik (both branch implementation); Zürizee Werbeagentur (campaign concept), Charlotte du Jour (illustrations), Flowcube Communications (public relations); Kramer Druck (printing Orell Füssli streetcars), Allgemeine Plakatgesellschaft (implementation Orell Füssli streetcars); Mediaplus (ad bookings).
