Accident headlines advertise TCS car insurance

Jung von Matt/Limmat promotes the low-cost car insurance of the Touring Club Switzerland (TCS). The new campaign demonstrates how quickly damage happens - with headlines that create accidents themselves.


Damage happens faster than you think. In order to make this insight tangible, Jung von Matt/Limmat captured the typical moments shortly before an accident in various headlines and in turn set them off in such a way that they immediately suffered visible damage themselves.

"TCS is a car expert and therefore you are in the right place with us when it comes to car insurance. We want to make road users aware that a claim can happen at any time and that when it does, you're glad to be well covered," says Dierk Schehrer, Head of Marketing at Club TCS. "Now we have a campaign that communicates that just as quickly and surprisingly as car accidents themselves happen."

From common motorist statements such as "It's only orange," to the reverse assistant's exasperated "Beep Beep Beeeeep," each headline suffers damage before you've even finished reading it - demonstrating how quickly you can find yourself in a situation where you'd like to have good car insurance.

Accidents on all media

The headlines are not only used on posters and advertisements, but also in moving images on e-boards, e-panels and online banners, in which the typo accident is animated like a real car crash. Most recently, the subject "That fits loosely." was turned into an audible experience in a radio spot series with various regional speakers.

Responsible at the Touring Club Switzerland (TCS): Dierk Schehrer (Marketing Manager TCS Club), Patricia Gyger (Marketing Project Manager). Responsible at Jung von Matt/Limmat: Rob Hartmann (Creative Direction), Maren Beck, Balz Chen (Text), Lukas Frischknecht (Art Direction), Joelle Hauser (Graphics), Vanessa Zwinselman, Nicolas Renzen (Consulting), Pepe Kägi, Bettina Beyeler, Fabrizio Rutishauser (DTP), Dennis Lück (Chief Creative Officer). Responsible at Jung von Matt/Impact: Dominik Habermacher (Managing Partner). External partners: Südlich-t (animation), Tonstudio Z: Renzo D'Alberto, Tom Wenger (sound studio).

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