Maxomedia: Facelift for TCS Cooldown Club

The message: "#Cooldown - Don't get excited, become a member!". According to the statement, the aim was to make the services and benefits of the TCS Cooldown Club better known and to anchor the image of the reliable partner among young people. The target group is young and has little purchasing power; moreover, topics such as roadside assistance and insurance tend to be content for an older audience. For this reason, TCS is focusing strongly on additional offers and discounts in its youth program.

"Moving Young People" thus means much more than breakdown assistance. The TCS Cooldown Club gives young people something much more valuable: a piece of independence at home and abroad. The claim "Moving Young People" is to be felt and experienced at every point of contact. This includes, for example, the tag "#Cooldown", which is an integral part of the campaign and thus makes the club accessible in a very simple way, as well as the social media channels, which have been worked on intensively since the beginning of the year.

On the visual side, Maxomedia took up the challenge and created a completely new Website for the TCS Cooldown Club was developed. This was realized with a new image world and modern, target group-oriented wording on various measures. The centerpiece of the new appearance is the website.

The key visuals on the website and other advertising materials show young people screaming in anger. The visuals are broken up with the statement "#Cooldown - Don't get upset, become a member!" Banners and retargeting banners, which also show the screaming teenagers, are used to address the target group over several stages.

In addition, in collaboration with the youth station Joiz, the "#Cooldown Challenge"which has been on the air since mid-September. The show is about a street game that really grates on the nerves of the players. It quickly becomes clear who stays cool and who loses patience under stress.Two spots were also produced for Joiz. Both show situations in which the main character completely overreacts. These are also resolved with the campaign message: "#Cooldown - don't get upset, become a member!". The campaign is accompanied by intensive social media activities, which regularly provide #Cooldown moments.

Responsible at TCS : Deborah Defalque (Marketing Project Manager Cooldown Club). Responsible at Maxomedia : Tina Wüthrich (Team Leader Consulting), Fabian Merz (Strategic Planner), Dominique Wittwer (Art Direction), Urs Ander (Text). Media Planning: Mediatonic. Production Corporate Visuals: Photography: Patrik Lindén, Elon Månbåge ; Styling: Emilie Fischer ; Hair & Make-up: Madleina von Reding; Models: Gregory, Julien, Malik, Alessia, Camille, Glenda Production: Fabian Schmid, Soon Art, Bern. Campaign Visual Photography: Yuki Lutz; Styling: Amanda Samantha Brooke Hair & Makeup: May Martinez Models: Lucas, Amalie. Viral spots: Decoy Collective, Bern.