Serviceplan: UBS becomes a mountain railroad
This summer marks the seventh year of the partnership between UBS and Switzerland Tourism. Starting now, UBS customers can take a train or gondola ride up 35 mountains for just ten francs each. The campaign was implemented by Serviceplan Suisse.
Serviceplan Suisse is turning UBS into a mountain railroad - or rather all the advertising media surrounding the major mountain campaign. Whether TV commercials, special posters, megaposters, advertisements or digital implementations: Everything is slanted and red like a mountain railroad. And everything goes up. "We wanted to create an attractive and simple offer for our customers this summer that can be communicated just as simply, surprisingly and strikingly," says Daniel Fischer, Head of Marketing UBS Switzerland. Pam Hügli, Managing Director of Serviceplan Suisse, adds: "We focused all our attention on finding or creating advertising platforms that are as quirky as possible - in the truest sense of the word".
The customer campaign, which was conceived together with Switzerland Tourism and the 35 participating railroads, is valid until the end of October and will be communicated over several waves. The focus is also on UBS's own communication platforms and around 300 branches. Door and elevator stickers, counter displays, POS chutes, e-screens and ATMs are all dedicated to the mountain campaign. So, of course, is the information booklet with tips and tricks for an unforgettable excursion.
The live streaming banners offer additional added value: in good mountain weather, the current panorama of the participating cable cars can be followed live. Link to the banner
There are also little things to discover during the big UBS mountain campaign: for example, a miniature installation "drives" from one poster site to another, drawing attention to the campaign in a funny way.
Responsible at UBS: Dr. Daniel Fischer (Head of Marketing UBS Switzerland), Sonja Kingsley-Curry (Head of Creative Concepts & Campaigns), Markus Egloff (Project Manager Creative Concepts & Campaigns), Manuela Rüegg (Project Manager Creative Concepts & Campaigns), Daniel Hünebeck (Head of Client Dialogue Management), Mirela Jusic (Project Manager Client Dialogue Management). Responsible at Serviceplan Suisse: Cinthia Stettler (Art Direction), Tizian Lienhard, Dean Boschetti (Graphics), Jan Krohn (Text), Raul Serrat (CD), Nadine Stüssi, Nino Zuberbühler (Consulting), Diana Wick Rossi (Creative Planning). Responsible at Serviceplan Solutions: Denise Goldmann, Claudia von Grünigen, Victor Borel (realization). Responsible at Plan.Net Suisse: Nina Martens (art direction), Jasmine von Niederhäusern, Ritiane Zimmerli (screen design) Katharina von Wyl (text), Thomas Lüber (CD), Regina Ries, Silvia Tran (consulting); Pam Hügli (overall responsibility); Fluxif (CGI key visual); Jingle Jungle (sound studio); JLS Digital / Online Video (film).
