Vbz Public Transport DM THE SNOW STAMPER by Ruf Lanz

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Creative Director Danielle Lanz
Art Director Marcel Schlaefle
Copywriter Markus Ruf
Account Supervisor Kristina Burch
Released December 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Agency: RUF LANZ
Creative Director: Markus Ruf (Ruf Lanz/Zurich)
Creative Director: Danielle Lanz (Ruf Lanz/Zurich)
Copywriter: Markus Ruf (Ruf Lanz/Zurich)
Art Director: Marcel Schlaefle (Ruf Lanz/Zurich)
Account Supervisor: Kristina Burch (Ruf Lanz/Zurich)
Advertiser's Supervisor: Heinz Voegeli
Media placement: Snow Stamper - On Car Windshields - 17 December 2011

Describe the brief/objective of the direct campaign.
The campaign was aimed at people who normally travel by car during winter. They should be encouraged to use Zurich’s public transport instead and help increase the number of passengers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was directly linked to the occasion in which people should leave their car and use public transport: after snowfall. With a big stamper the message ‘Better use the bus today’ was stamped into the snow-covered windshields of parked cars. Desired outcome was first awareness and second more crowded buses on snowy days.

Explain why the creative execution was relevant to the product or service.
The promotion was implemented exactly in the moment when the benefit of public transport became more than obvious. This way the relevance of the company’s service was supported even by nature.

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.
In winter 2011/12 the message was applied to countless cars on days with snowfall. It helped increase the average use of Zurich’s public transport to a number of 800,000 people each day.