The campaign is primarily aimed at young people in career guidance, but also deliberately includes parents and teachers as important influencing groups. The implementation is consistently platform-oriented, with a focus on TikTok, supplemented by Snapchat, Instagram and YouTube Shorts.
Movement as a central visual concept
At the heart of the campaign are short, dynamically edited videos. Real apprentices from Roche move through different scenes of their everyday training: laboratories, offices, production environments. In four to five sequences, they literally never stand still. This makes it possible to visually experience what Roche stands for as a training company: Further development, prospects and progress.
"It was important for us to show that training at Roche is not a standstill, but a continuous development path," explains Alexandra Schwarzentruber, who works in vocational training for young people at F. Hoffmann-La Roche Ltd. "The campaign conveys precisely this attitude: credible and close to the target group."
From the central idea to the playout
Mind Studios was responsible for the campaign as a whole, from the main content idea and video production to the setup and control of the campaigns. Five videos were produced for each training area, specially tailored to TikTok's requirements.
Daniela Kleck, CEO of Mind Studios, explains: "Authenticity counts for young target groups. That's why we focus on real learners, real movement and a visual language that fits organically into the platforms."
About Mind Studios
Mind Studios was founded in Basel in 2004 and, with over 20 employees, is one of the leading social media agencies in north-western Switzerland. Under the motto "creativity meets performance", Mind Studios combines strategic thinking with creative implementation and technological expertise. The focus is on social media, campaigns and impact-oriented performance marketing. With over twenty years of experience, the agency develops solutions that sustainably strengthen brands and achieve measurable results.
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Reckless, loud, dominant - and pink: the T-Rex, which is currently on Basel's streets, screens and billboards, has a clear message. He is at the center of the new "Fair in traffic" campaign, which was designed and implemented by Mind Studios on behalf of the Department of Construction and Transport and the Department of Justice and Security of the Canton of Basel-Stadt.
The campaign aims to draw attention to unfair and dangerous behavior on the roads - with a twinkle in the eye. Whether it's tailgating, disregarding the right of way or reckless parking: The pink dinosaur embodies precisely those behaviors that have no place in traffic.
Loud performance with a clear message
The campaign is played out across all media: Large-format posters, digital advertising media, social media ads and accompanying activities in the city will ensure visibility and generate conversation. The campaign is complemented by the website Fair-im-verkehr.chwhich explains the most important rules for fair interaction in traffic.
Concept, creation and implementation by Mind Studios
Mind Studios was the creative lead agency for the campaign. It developed the central idea and the campaign character, designed all advertising materials, produced the Videos and was responsible for the entire campaign management on Meta, TikTok and YouTube.
"Our aim was to convey a topic with great social relevance in a sympathetic, low-threshold and yet concise way," says the agency. The choice of a dinosaur as a campaign figure was not only due to its lack of understanding of manners in modern road traffic. "Dinosaurs have had a firm place in the hearts of the people of Basel since Grün80 at the latest," the agency continues.
The renowned agency Mind Studios in Basel is announcing a significant change at management level. Daniela Kleck, who was COO and later a member of the agency's Board of Directors for many years, is now taking on the role of CEO together with Michel Gysin. In future, the two will manage the agency's fortunes as a dual leadership team. According to the agency, this is also intended to set an example for modern corporate management.
Michel Gysin founded the first social media agency in north-western Switzerland in the early 2000s, while Daniela Kleck headed the digital marketing departments at companies such as Manor, Lindner Hotels & Resorts and Pax Versicherungen before becoming a consultant.
Mind Studios has been offering strategy, communication and technology with a digital mindset for two decades and works for clients such as Swisslos, RE/MAX, Schaer Pharma and Baselland Tourismus. With the new sub-brand "Faktor K", Daniela Kleck is introducing a new business division to the Mind Studios portfolio. The "K" stands for customer: Faktor K focuses on data-based target group analyses and the development and optimization of customer journey strategies.
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