Vbz DM ADVERTISING THAT STANDS OUT FROM THE CROWD by Agentur Am Flughafen Zurich

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ADVERTISING THAT STANDS OUT FROM THE CROWD

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Released June 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: VBZ TRAFFIC MEDIA
Product/Service: TRANSPORT
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: Jun 1 2010
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Text: Patrick Lindner (Agentur am Flughafen)
Graphics: Benita Sutter (Agentur am Flughafen)
Media placement: Insert - Magazine Persönlich - 1 June 2010

Describe the brief/objective of the direct campaign.
The Zurich transport companies want to publicise the idea that advertising on trams and busses is good value. The greatest challenge was the indifferent target group. People who deal with advertising every day are hardly going to be attracted by the average approach.
The strategy was clearly orientated towards the acquisition of new clients. Advertising agents and persons responsible for budgets were to be convinced that trams and busses were also the right medium for advertising messages.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution consisted of taking the statement on the insert literally and to package it in a mechano. The specialist magazine 'persönlich' was provided with a pop-up insert on which was written "Advertisements that stick out". The objective was to make advertisement on trams and busses into a topic of conversation and to turn it into a product of interest.

Explain why the creative execution was relevant to the product or service.
The message on the pop-up insert was doubly true: Advertisement on trams and busses do stick out – and literally so on the inserts.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response campaign created a lot of attention. The transport companies as well as the magazine 'persönlich' were contacted by numerous clients. The numbers of inquiries and contracts for VBZ TrafficMedia increased significantly.
The special insert was placed in one of the most important Swiss specialist publications for the marketing sector. The pop-up was provided with a response element which could be used to order a call from VBZ, request more documentation on various topics or to enquire about an offer directly. The response element could be easily separated and sent back for free thanks to pre-franking.