Since the end of 2021, the transport companies and tariff associations of Graubünden have been traveling together under the name invia. invia is committed to the clever networking of all means of public transport in the canton and in the neighboring regions. From mid-August, Yes! will be demonstrating how clever it is to travel by public transport with its "Commuter Duel" campaign.
For the campaign, Yes! stages a race between two commuters, Tina and Gina. Tina is a convinced public transport driver, Gina favors the car. During four weeks, the twin sisters are "on the road against each other" for Invia and compete in various challenges. The Grisons-based influencer @izzysilvia was recruited as a performer, and the clips were produced by the Chur-based production company Moviemaint.
On the landing page commuterduel.ch the target group can watch the videos of the various duels and take part in the competition. There are BÜGAs to be won, as well as day passes and vouchers for public transport in Graubünden. The cross-media campaign impresses with moving images and is actively distributed mainly via social media. In addition, it is accompanied by passenger TV spots, display and video ads, and a broad OOH/DOOH campaign. Furthermore, a creative sampling campaign was carried out at the Chur festival in the form of buses to all motorists.
The main target group of the campaign are people who are looking for clever mobility routes in Graubünden to reach work and leisure activities quickly and easily. The campaign will be played out in the period from mid-August to mid-September. "The time after the vacations, when with the return to work also the daily traffic jam is coming up again, is ideal to sensitize motorists for public transport," says Sabrina Meister, project manager of Graubünden Invia, "The campaign of YES! captivates with the likeable twin sisters and provokes motorists:inside to question their commuting behavior in the current situation."
Responsible at YES! Creative Digital Marketing: Richi Brändli (Concept), Ramona Casanova (Art Director), Shirin Luchsinger (Campaign Manager), Mena Dressler (Copywriter). Responsible at Invia: Conny Hürlimann (Head of Market, Chur Bus and Egadin Bus), Alexandra Menzi (Team Leader Marketing Services East, PostBus AG), Sabrina Meister (Product Manager Commuter Traffic and Tariff Networks, Rhaetian Railway).