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Case study
Bureau Halm, Zurich
Tagwerk Rail
A commuter campaign about the 6:42
Type
Campaign
Year
2024
Services
Campaign, Out-of-home, Film
Duration
6 weeks
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Overview
A station campaign built around one train, one time and one line of type.
The brief
Tagwerk wanted more people on the early trains. The usual answer was a discount. We thought the answer was the train itself.
What we made
One line of type, the departure time, set as large as each platform allowed. No logo, no offer, just 6:42 in every station in the network.
How it went
The campaign ran for six weeks. The early trains were the fullest they had been in a year.
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Results
6:42
The train, the idea
38
Stations covered
6
Weeks live
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In their words
Commuters started taking photos of the platform boards. That is when we knew.
Marketing lead, Tagwerk Rail
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