Key advantages

An annual subscription is not advertised with dry figures, but rather by telling the story of redefined mobility. Instead of dry facts, striking images show the value for people's everyday lives. 

The Zug fare network's annual subscription is particularly good value: adults pay a maximum of CHF 726 per year - less than two francs per day - for the entire fare network area. The subscription pays for itself if used just two days a week. In addition to the attractive price, it offers other advantages, such as free travel for one accompanying person during leisure time. 

Despite this strong price-performance ratio, only 10.6% of the population currently uses an annual subscription - representing significant potential for new customers. The campaign therefore aims to further increase awareness and attractiveness of the subscription by highlighting the price as a key element. 

Mobility as part of everyday life 

In the campaign, everyday objects become symbols of mobile freedom: a coffee, a highlighter pen, a refreshing watermelon or the popular rocket ice cream - all of them are familiar companions in everyday life. The annual pass should be just as much a part of personal mobility. The slogan “Almost as affordable as the Zug transport association's annual pass” clearly sums up this message: mobility does not have to be expensive, but fits seamlessly into everyday life. 

Wide visibility

The campaign is particularly prominent on public transport in and around Zug. It draws attention to this attractive offer at stops, when boarding and directly on buses - exactly where potential buyers can be reached. The campaign also features eye-catching animated posts on social media. Another special eye-catcher are the bike boxes, which are mobile advertising media traveling around the city and creatively showcasing the annual subscription. 

Flexibility 

Another strength of the campaign lies in its variability: whether summer, fall, Christmas or Easter - the communication can be adapted to suit the season or occasion. This versatility allows the annual subscription to the fare network to be presented in a constantly surprising way while at the same time focusing on recognizability. This keeps the offer lively and relevant in the public eye.