Faster, more often, more
SBB timetable change JvM/Limmat introduces the changes with new signage campaign subjects.
SBB timetable change JvM/Limmat introduces the changes with new signage campaign subjects.
The biggest timetable change in the history of SBB is imminent. On December 12, 90 percent of all train connections will be adjusted. What this change means for Switzerland's largest travel and transport company only becomes clear when you know a few key figures: every day, 7,000 trains run on SBB's 3,000-kilometre network, and over 27,000 employees ensure that the company runs smoothly and safely. Every year, over 250 million passengers and around 55 million tons of freight are transported by rail, which corresponds to around 87 percent of passenger kilometers and around 90 percent of ton kilometers in freight transport. Trains stop at almost 800 stations at hourly or half-hourly intervals. SBB receives around CHF 1.3 billion from the federal government for the operation, maintenance and upkeep of the infrastructure.Easier and more comfortable travelWhen the first stage of Rail 2000 rolls off the tracks in a few days, a good 17 years after the sovereign's yes vote, this will not simply mean more tracks, new routes and better rolling stock, but twelve percent more trains, more frequent connections and therefore more comfortable and easier travel. This increase in capacity made a complete overhaul of the entire timetable unavoidable. And this in turn required comprehensive information for customers, for whom the changes meant major adjustments and possibly difficulties in adapting. In addition to the below-the-line measures for communicating the changes, it was also important to strengthen SBB's image. After all, thanks to the new lines, it can make its USPs such as increased frequencies and shorter travel times even more credible.
The "Stations of Life" umbrella campaign designed by the Jung von Matt/Limmat advertising agency, which reflected personal memories in romantic images and made reference to SBB, is now also being used as an extended platform for the benefits campaign.
The integrated communication campaign includes posters, mega-posters, advertisements, TV commercials, e-boards, POS material and online activities and focuses on SBB's various improvements in a humorous way under the motto "More train for Switzerland". The blurred "Whoosh!" motif, for example, highlights the high speed and thus the time savings. The increased frequency
on the other hand, is represented by two blue and red station signs with the inscription Ping and Pong.
The forest of signs, which visualizes the more frequent connections, is also based on the key visual of the typical SBB sign and at the same time makes the sender's details superfluous. The high level of awareness and customer satisfaction of over 80 percent explain the emotional and self-confident appearance of the brand and the concise message with benefits and date.
A train more often: the poster campaign by JvM/Limmat puts the numerous improvements that the new timetable brings into the landscape in a humorous way >> page 9
The new posters focus on SBB's improvements - such as saving time - in a humorous way.
Luca Aloisi
The biggest timetable change in the history of SBB is imminent. On December 12, 90 percent of all train connections will be adjusted. What this change means for Switzerland's largest travel and transport company only becomes clear when you know a few key figures: every day, 7,000 trains run on SBB's 3,000-kilometre network, and over 27,000 employees ensure that the company runs smoothly and safely. Every year, over 250 million passengers and around 55 million tons of freight are transported by rail, which corresponds to around 87 percent of passenger kilometers and around 90 percent of ton kilometers in freight transport. Trains stop at almost 800 stations at hourly or half-hourly intervals. SBB receives around CHF 1.3 billion from the federal government for the operation, maintenance and upkeep of the infrastructure.Easier and more comfortable travelWhen the first stage of Rail 2000 rolls off the tracks in a few days, a good 17 years after the sovereign's yes vote, this will not simply mean more tracks, new routes and better rolling stock, but twelve percent more trains, more frequent connections and therefore more comfortable and easier travel. This increase in capacity made a complete overhaul of the entire timetable unavoidable. And this in turn required comprehensive information for customers, for whom the changes meant major adjustments and possibly difficulties in adapting. In addition to the below-the-line measures for communicating the changes, it was also important to strengthen SBB's image. After all, thanks to the new lines, it can make its USPs such as increased frequencies and shorter travel times even more credible.
The "Stations of Life" umbrella campaign designed by the Jung von Matt/Limmat advertising agency, which reflected personal memories in romantic images and made reference to SBB, is now also being used as an extended platform for the benefits campaign.
The integrated communication campaign includes posters, mega-posters, advertisements, TV commercials, e-boards, POS material and online activities and focuses on SBB's various improvements in a humorous way under the motto "More train for Switzerland". The blurred "Whoosh!" motif, for example, highlights the high speed and thus the time savings. The increased frequency
on the other hand, is represented by two blue and red station signs with the inscription Ping and Pong.
The forest of signs, which visualizes the more frequent connections, is also based on the key visual of the typical SBB sign and at the same time makes the sender's details superfluous. The high level of awareness and customer satisfaction of over 80 percent explain the emotional and self-confident appearance of the brand and the concise message with benefits and date.
A train more often: the poster campaign by JvM/Limmat puts the numerous improvements that the new timetable brings into the landscape in a humorous way >> page 9
The new posters focus on SBB's improvements - such as saving time - in a humorous way.
Luca Aloisi
