Invia, the umbrella brand of public transport in Graubünden, has expanded its web store: since mid-September, all travelcards for public transport in Graubünden can be conveniently purchased via Invia.ch. Yes Creative Digital Marketing is responsible for the implementation of the new digital service. The Chur-based agency is also promoting the launch of the webshop extension with a campaign.
For the commercials, Yes staged various scenarios from everyday commuter life and exaggerated them. The POV spots show in a humorous way how easy it is to buy a travelcard with the new web store. The clips were produced by the Chur-based production company Moviemaint.
Yes is using a broad mix of static and animated visuals for passenger TV spots, e-panels, social, display and Aymo ads, cinema and radio advertising, bus shelters and internal bus and train station advertising spaces. Offline, the campaign will be accompanied by a broad-based OOH/DOOH campaign. A sampling campaign will also be carried out as part of the Schlagerparade.
The main target group includes Graubünden residents aged between 16 and 65. The campaign has been running on various channels since Monday.
Responsible at Yes: Dominik Kurmann (concept, art direction, design), Richi Brändli (project management), Shirin Luchsinger (UX and campaign management), Moviemaint (video production).
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Invia is committed to a smart networking of all public transport in the canton of Graubünden and in the neighboring regions. From the beginning of August 2023, Yes! wants to demonstrate for four weeks with a summer campaign that young people can also travel much more cleverly by public transport.
The current campaign is based on the two previous campaigns with the twin sisters ÖV-Tina and Auto-Gina (Werbewoche.ch reported). But now the focus is on a young man who promotes the new GA Night. Yes! again staged various scenarios from the everyday commuting life of young people. The main character is a convinced public transport driver and encourages the target group to travel by public transport and to take part in the draw for 50 GA Nights: "Public transport? Logical. Schuel, Schaffa, Training, Usgang." The 19-year-old Amel Adjovi from Chur was recruited as a performer. The clips were produced by the Chur production company Moviemaint.
The cross-media campaign includes moving images and is actively distributed mainly via social media. In addition, it will be accompanied by cinema and radio spots, passenger TV spots, display and video ads, and a broad-based OOH and DOOH campaign.
The main target group comprises young Graubünden residents up to the age of 25 who want to get to their destination smartly, quickly, cheaply and flexibly.
The campaign has been running since August 8: "The summer vacations will soon be over, and for many people it's now back to commuting to school or work every day. This is exactly the right time to raise young people's awareness of a public transport pass and public transport in general," says Sabrina Meister, project manager of Graubünden Invia.
Responsible at Invia: Sabrina Meister (Product Manager Commuter Traffic and Tariff Networks, Rhätische Bahn AG), Alexandra Menzi (Team Leader Marketing Services East, PostBus AG). Responsible at Yes! Creative Digital Marketing: Dominik Kurmann (Concept, Art Direction), Shirin Luchsinger (Project Management), Erina Dvorak (Campaign Management), Mena Dressler (Text), tipic (Web Development), Moviemaint (Video), Riccardo Götz (Photography).
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Invia is committed to a clever networking of all means of public transport in the canton of Graubünden and in the neighboring regions. Yes! wants to show that it is much smarter to travel by public transport, especially in winter. wants to show at the beginning of 2023 with the BÜGA campaign.
The current campaign is based on the "Commuter Duel" campaign from the summer of 2022 (Werbewoche.ch reported). Instead of the two twin sisters, the BÜGA campaign focuses only on ÖV-Tina. Tina is a convinced public transport rider and invites the target group to test the Grisons general season ticket BÜGA for one month at a special price. For this purpose, Yes! staged various scenarios from everyday commuter life; as in summer, the actress is the Grisons influencer @izzysilvia.
To give the winter campaign a more direct communicative touch, cutout-style stills were animated with quick cuts. The cross-media campaign is distributed via social media. In addition, it will be accompanied by radio spots, passenger TV spots, display and video ads, as well as a broad-based OOH and DOOH campaign. The campaign's main target group includes Graubünden residents who want to get to their destination smartly, quickly, cheaply and flexibly.
Responsible at Invia: Sabrina Meister (Product Manager Commuter Traffic and Tariff Networks, Rhätische Bahn AG), Ladina Schwarz (Sales, Market Management, Rhätische Bahn AG). Responsible at Yes! Creative Digital Marketing: Richi Brändli (Concept), Dominik Kurmann (Art Direction), Shirin Luchsinger (Project Management), Erina Dvorak (Campaign Management), Mena Dressler (Text).
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Since the end of 2021, the transport companies and tariff associations of Graubünden have been traveling together under the name invia. invia is committed to the clever networking of all means of public transport in the canton and in the neighboring regions. From mid-August, Yes! will be demonstrating how clever it is to travel by public transport with its "Commuter Duel" campaign.
For the campaign, Yes! stages a race between two commuters, Tina and Gina. Tina is a convinced public transport driver, Gina favors the car. During four weeks, the twin sisters are "on the road against each other" for Invia and compete in various challenges. The Grisons-based influencer @izzysilvia was recruited as a performer, and the clips were produced by the Chur-based production company Moviemaint.
On the landing page commuterduel.ch the target group can watch the videos of the various duels and take part in the competition. There are BÜGAs to be won, as well as day passes and vouchers for public transport in Graubünden. The cross-media campaign impresses with moving images and is actively distributed mainly via social media. In addition, it is accompanied by passenger TV spots, display and video ads, and a broad OOH/DOOH campaign. Furthermore, a creative sampling campaign was carried out at the Chur festival in the form of buses to all motorists.
The main target group of the campaign are people who are looking for clever mobility routes in Graubünden to reach work and leisure activities quickly and easily. The campaign will be played out in the period from mid-August to mid-September. "The time after the vacations, when with the return to work also the daily traffic jam is coming up again, is ideal to sensitize motorists for public transport," says Sabrina Meister, project manager of Graubünden Invia, "The campaign of YES! captivates with the likeable twin sisters and provokes motorists:inside to question their commuting behavior in the current situation."
Responsible at YES! Creative Digital Marketing: Richi Brändli (Concept), Ramona Casanova (Art Director), Shirin Luchsinger (Campaign Manager), Mena Dressler (Copywriter). Responsible at Invia: Conny Hürlimann (Head of Market, Chur Bus and Egadin Bus), Alexandra Menzi (Team Leader Marketing Services East, PostBus AG), Sabrina Meister (Product Manager Commuter Traffic and Tariff Networks, Rhaetian Railway).
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