Rod: Sergio, Benoît and Beat no longer alone on the train

With the further developed corporate design and the communication platform "on the road at home", SBB wants to make the claim tangible that customers are in good hands and arrive well. The "unterwegs zuhause" campaign is intended to address both the trend towards increased mobility and the need for safety and security, the agency said in a statement. SBB chose this concept in a multi-stage pitch. "Unterwegs zuhause" now accompanies SBB's communication in all divisions.

The corporate design was further developed by the Basel agency New ID. The
The corporate color red is given greater weight. A train window as a new graphic element, together with the new SBB imagery showing people in the railroad environment, provides more dynamism. This corporate design is now being made visible with the "at home on the road" campaign developed by Rod Kommunikation. This will be launched in the coming days and will be used in all areas of SBB in the medium term.

The print subjects (photo: Jonathan Heyer) are intended to show what SBB is really about: namely, not just moving customers from A to B, but having space for time out or space for valuable encounters. The TV spot (director: Marco Lutz, camera: Markus Hürsch, production: Shining Pictures) accompanies a protagonist with visually spectacular match cuts on a journey through places and encounters that define SBB. "With the campaign, we want to convey an authentic image of SBB and not a polished advertising world" explains Stefan Nünlist, Head of Communications & Public Affairs at SBB. In developing the campaign, emphasis was placed on showing SBB as it really is - for example, that at rush hour it can happen that not all passengers find a seat, but also that it is a place where encounters and everyday rituals take place.

Almost without exception, employees appear as extras in every print ad and TV commercial. And for the campaign song "Welcome Home" (composition: Roman Camenzind), 22-year-old clerk Selina Beyeler and 53-year-old train driver Hanspeter Zweifel lent their voices after an internal casting. The song will now also be released as a single - on Friday, March 30, this will be available under the artist title "Selina & Hanspeter" at the usual download portals.

The campaign was preceded by a major internal launch to sensitize employees to the focus on customer and service orientation. A specially produced short film (directed by Humbi Entress), for example, was intended to demonstrate the contribution made by the company's employees to the "at home on the road" feeling of its customers. Sequences from the TV commercial are intercut with scenes from everyday work in numerous areas of SBB - from dispatching and shunting to station police.

Responsible at SBB: Stefan Nünlist (Head of Communications & Public Affairs), Jan-Hendrik Völker-Albert (Head of Strategy & Steering, Communications), Reto Meissner (Head of Marketing Communications, Passenger Traffic), Eliane Tschudi (Project Manager Marketing Communications, Passenger Traffic), Andreas Niederhauser (Head of Marketing, Real Estate), Franziska Pasqua (Media Planning), Ruedi Blankschön (Head of Brand Management & Brand Experience), Lukas Staudenmann (Head of Corporate Identity), Peter Zürcher (Project Manager CD). Responsible at Rod: Sandro Breu, Regula Fecker, Oliver Fennel, Michael Kathe, Pablo Koerfer, Andrea Lacher, David Schärer, Jasmin Schmid, Vanesssa Zwinselman, Tom Zürcher. Directed by: Marco Lutz. Directed by staff film: Humbi Entress. Film production: Shining Pictures. Photography: Jonathan Heyer. Music: Roman Camenzind (HitMill). Web agency: Maxomedia. Responsible at New ID: Heiko Klemme (Managing Director), Christian Bannholzer (Creative Director), Michael Diebold, Kai Pitschmann, Robert Wesseler (Senior Designer).