Free ride through the night with track 7
The target group of 16- to 25-year-olds is resistant to advertising and has little affinity for direct mail. Maxomedia shows how interactive a physical mailing can be.
With an interactive, playful direct mailing, SBB proves that a physical mailing can still work with the younger target group. At the same time, the mailing serves as a research laboratory.
The target group of 16- to 25-year-olds is resistant to advertising and has little affinity for direct mail. In order to attract their attention, it takes a specially designed dialog measure. Maxomedia shows how interactive a physical mailing can be with a direct mailing from SBB's Gleis 7 to around 140,000 recipients.
The idea was to encourage the younger owners of a half-fare card to buy a Gleis 7 card. For this, the young people playfully discover what is included in the subscription. The recipients don't see the benefits straight away in the mailing, but have to discover them themselves. Flash paint was used for this. To reveal everything that is included in the subscription, the young people need their favorite accessory - their smartphone: activate the camera, switch on the flash, take a photo and see the benefits of Gleis 7 on the screen.
The blue Gleis 7 card enjoys a high degree of recognition. But is another subject perhaps even more appealing to the target group as a key visual? To find out, a second direct mailing was set up. Recipients from French-speaking Switzerland, German-speaking Switzerland and Ticino were each served half with one of the two mailings. The results of the response form an important basis for tailoring future mailings even better to the target group.
With Gleis 7, young people travel at an advantage: They enjoy free travel through the night and can experience all kinds of adventures. What's more, with the Gleis 7 season ticket they benefit in a way that complements the Half-Fare travelcard.
Responsible at SBB: Reto Meissner (Head of Marketing Communications); Dominic Lüthy (Campaign Manager Children and Youth Marketing); Franziska Kellenberger (Head of Dialog Marketing Communications); Marion Renn (Dialog Manager). Responsible at Maxomedia: Bernhard Herzig (overall responsibility); Reto Schild (creative director); Romaine Brunner (project management); Nathalie Stephani (consulting); Daniel Rödel (art direction); Antonia Bekiaris (concept/text); Lukas Binggeli (graphic design).
