Making visibility on the roads a lifestyle choice

TCS

Susanne Bader

Susanne Bader

Associate Consultant

Jelena Marjanovic

Jelena Marjanovic

Accounting

Philipp Skrabal

Philipp Skrabal

Partner, Member of the Management Board Chief Creative Officer

Ceng Dirlik

Ceng Dirlik

Motion Designer

Nina Wick

Nina Wick

Consultant

Janine Zundel

Janine Zundel

Consultant

Michel Grunder

Michel Grunder

Partner, Member of the Management Board Practice Head Public Affairs

Daniel Jörg

Daniel Jörg

Partner, Member of the Management Board Practice Head Marketing Communications

Irena Grunder

Irena Grunder

Member of Senior Management, Unit Lead Bern

Tjabrina Penazzi

Tjabrina Penazzi

Polygraph

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Farner’s work is proving extremely successfully for TCS, thanks to a lifestyle approach – very unusual for a preventive campaign – and the trademarked, fashionable MADE VISIBLE® label, and we are already seeing clear changes in behaviour among our target groups.

Helmut Gierer

TCS Campaign Manager

Challenge

Every day, dangerous situations occur on the roads due to people not being seen. Road users are aware of the problem, but they would rather put themselves at high risk than wear the conventional products they find so unattractive. What can be done about this very dangerous form of vanity?

Strategy & solution

In contrast to traditional prevention campaigns, MADE VISIBLE® takes a lifestyle approach and combines visibility on the roads with a positive attitude to life. Positioned as a quality label, MADE VISIBLE® works with product partners and online shops to show how visibility can be combined with an individual sense of style.

Impact

We reach over 90% of the Swiss population on several occasions in the space of a year. The ‘Otto’ campaign video generates 1.26 million organic plays. Thirty-nine major brands and online stores cooperate with us. We reach 3 million users through social media. Nine influencers with an additional reach of 530,000 users are active on our behalf.