SBB and Maxomedia: The ticket vending machine in the trouser pocket
A campaign by Maxomedia for SBB, featuring the tagline «SBB Mobile – the world’s smallest ticket machine,» aims to encourage more people to use their smartphones to purchase SBB and regional transit tickets.
Over two million people have installed the SBB Mobile app on their smartphone and actively use it to check train connections, the agency said in a press release. But shortly before the train they want to catch departs, they are left without a ticket and long queues form in front of ticket offices and ticket machines. Only a few people are aware that the SBB mobile app offers a function for purchasing tickets and that they already have "the ticket machine for their trouser pocket" with them.
Communication takes place via mobile banners, POS screens and newsletters. The banners lead to the centerpiece of the campaign, a mobile landing page. It contains a step-by-step guide to buying tickets and explains the most important functions of the SBB Mobile App in a tutorial video. The scrollable page aims to leave no questions unanswered and sends the user "To bed tonight with the ticket machine".
Responsible at SBB: David Brunnschweiler (Communications Manager), Sabine Deinhofer (E-Commerce Manager ).
