APG|SGA: Digital Branding Zones at Zurich Central Station
Six branding zones featuring 77 Rail-E-Panels have recently gone into operation at Zurich Central Station. Representatives from SBB and APG|SGA celebrated the inauguration on Thursday with over 120 customers, partners, and trade media representatives.
The concept of branding zones was applied for the first time at Zurich Central Station. In addition to providing a powerful advertising presence, the project planning also focused on enabling effective branding effects. Various internal and external specialists were involved in the implementation, including experts in security, customer flows, architecture, urban planning and logistics.
160 analog billboards were scaled back in favor of 77 ePanels and digital cubes in high-traffic malls. As a result, advertising customers are to benefit from an exclusive, impactful presence. A total of six zones can be used individually or in any combination - resulting in up to 2.8 million contact opportunities per week. Further implementations will soon follow in Bern and Lucerne.
Kick-off of the digital expansion
More than 120 advertising customers, partners and project participants attended the event to kick off the digital rollout at Zurich's main train station. "What I enjoy is that the branding zones look fresh and modern. What is also casual is that the 77 screens create new creative potential for the presence of brands. The color intensity and size of the digital advertising media enhance the attention of dynamic image worlds," comments Matthias Kiess, CEO of TBWA\Zurich, on the implementation of the branding zones.
"If you want to achieve high reach in a short time with digital campaigns, the branding zones in Zurich HB are an exciting option. The 77 ePanels in the busy passages offer consistently high frequencies. APG|SGA and SBB have thus created an attractive basis for digital advertising campaigns. Now it's up to the advertisers to create the right content," said Philip Honegger, Head of Marketing & Communications at Zweifel Pomy-Chips, who was also present.
