Making visibility on the roads a lifestyle choice
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.
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.
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.