Winners & Shortlists

A MAILING WITH A BIG MESSAGE

TitleA MAILING WITH A BIG MESSAGE
BrandVERKEHRSBETRIEBE ZÜRICH
Product/ServiceCUSTOMER ACQUISITION
Category A01. FLAT MAILING
Entrant Company AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Advertising Agency AGENTUR AM FLUGHAFEN Altenrhein, SWITZERLAND
Credits
Name Company Position
René Eugster Agentur Am Flughafen AG Creative Director
Dominique Rutishauser Agentur Am Flughafen AG Art Director
Miriam Egli Agentur Am Flughafen AG Account Director
Valeria Hörler Agentur Am Flughafen AG Graphic Designer

The Brief

Despite their extremely large market share, the Zurich public transport operators VBZ have to convince advertisers and advertising agencies in the city of Zurich to advertise in and around their trams and buses every year.

Creative Execution

To make transit advertising attractive to advertising clients, a mailing was developed that was the same length of the smallest panel on a tram roof (approx. 12 meters). For the sake of the environment, the mailing doubled as a note pad. Of those who received the mailing, 9% requested a quote.

Describe the creative solution to the brief/objective.

A mailing was created in the actual size of the smallest tram roof panels (approx. 12 meters). Thus, it showed in 1:1 scale the minimum impact a brand can make with advertising in Zurich public transport. Of course, the mailing was not a pointless waste of paper – in addition to suggestions for various creative uses, such as instructions for creating a tent, a boat, or a giant hat, the reverse side of the mailing could easily be used as a writing pad.

Results

The response exceeded all expectations. Believe it or not, 9% of the approximately 700 recipients requested a quote for public transport advertising.