Reliable, yellow, Tütato

Service public LGK is once again showcasing Swiss Post with testimonials this year. If there is one company that gives the jargon street credibility a deeper meaning, it is definitely Swiss Post. Since it was founded over 150 years ago, the public company has played a central role in passenger and freight transportation. This strong positioning is particularly noticeable whenever Swiss Post wants to adapt to new challenges and there is an outcry about the threatened public service mandate. As Swiss Post wants to maintain its USP of providing a nationwide basic service and at the same time create a communicative understanding for the necessary restructuring, it makes sense to derive a solid umbrella campaign from the image platform.The Bern-based in-house agency LangGysiKnoll has been implementing the brand world for several years with a testimonial concept that bears the meaningful working title "Vox Populi". In it, the customers - in other words, everyone - has their say. "And this is deliberately done in a political and economic environment that is not exactly easy," says CD Text Daniela Jakab. This shows that Swiss Post has an open ear for opinions. "It was clear to the agency right from the start of the project that this closeness to the people could only be made credible with real people without a script," says Jakab. Swiss Post has consistently pursued this approach, which is intended to cover the services of all Group divisions, by communicating image values in its new image. As the aim was to create customer proximity, sympathy and trust, an advertising campaign in the traditional sense was less of an option. "We wanted a campaign with a PR character," says Schwarz about the formal objectives of the new image. In this campaign, Swiss Post has its customers express their loyalty themselves in the form of spontaneous feedback. Director Marcel Langenegger recorded the brainstorming on all kinds of Swiss Post topics in a relaxed documentary style and was allowed to do this again. One constant since the start of the campaign has been the differentiated approach to the Post and the broad spectrum of opinions. They reflect the experiences, wishes and values of customers across languages and regions and with tangible authenticity.
However, to mark the centenary of the popular Postbus, this time she gave Mr. and Mrs. Swiss a chance to have their say on the importance of the yellow means of transport - after all, the market leader with an 18 percent share of public transport sales on the roads. Once again, however, neither the storyboard nor the questionnaire were approved, assures Roland Schwarz from Swiss Post's Corporate Communications department.
Completely new challengeIn terms of production technology, the integration of the special theme "100 years of PostBus" was a completely new challenge due to the road and natural locations in all parts of the country. In the commercial, dozens of voices and faces now convey a multifaceted overall impression of Swiss Post to the TV and cinema audience. In 2006, Swiss Post is also focusing on Markom in the area of public exhibitions, where the image spot will be used without sound.
But that is not the end of the story: In recent months, the Vox Populi concept has been developed into a cross-media presentation. This summer, the entire population is to be put into puzzle fever. Under the motto "True or untrue?", Swiss Post wants to continue to spread the basic promise of the image-building measures outlined above - and make its fulfillment a topic of discussion.
Luca Aloisi