Agency for branding, advertising and design | evoq Zurich Cologne
Cross-media campaign with character for Zurich Public Transport
The upcoming changes in the 2025 timetable are complex: the growing healthcare cluster in southwestern Zurich - keyword: new children's hospital - means that significantly more people will be using public transport between Bellevue and Rehalp. At the same time, the central Bahnhofquai stop will be undergoing a year-long renovation to make it accessible for people with disabilities, which will have a significant impact on traffic around Switzerland's largest train station. This makes communication all the more important, not only to keep passengers informed, but also to support them in their daily commute.
A disruption to everyday life
Commuting by public transport is part of most people's daily routine. We take it for granted that the number 4 tram will run where it always has. Or that the number on the front of “my” tram will be yellow, not red. Comprehensive system changes turn passenger's cherished habits upside down. Dry announcements and timetables alone are not enough.
Modern helpers instead of dry public transport timetables
evoq's timetable campaign focuses on emotion and proximity: five friendly characters, the “Trabulini”, accompany passengers through the changes. The five characters are more than just cute mascots - they are dedicated guides with personality. Each one wears their line number and has their own character: from the one-eyed optimist to the friendly monster.
Omnipresent and helpful
The charming characters are present wherever they are needed: in vehicles, they point out changes; at stops, they provide orientation; they appear in the digital timetable and help with ticket purchases. With clear messages and the strong call to action “Get smart!”, the Trabulini fit seamlessly into the everyday world of public city transport.
Cross-media campaign with digital innovation
At the heart of the campaign is a mobile-first landing page. Instead of overwhelming passengers with information, an intuitive user journey leads them directly to the relevant content. The platform is user-centered: “What is changing at my stop?” “Which route affects me?” - and provides precise, personalized answers. An intelligent chatbot answers individual questions around the clock.
From complexity to added value
With clear messages, likeable characters, and an innovative digital strategy, the campaign achieves what pure information cannot: an emotional connection to functional changes. The Trabulini become indispensable companions and prove that even complex public transport communication can work with heart and mind.
Character design: lauflauf.games
Landing page implementation: xeit
Customer
Verkehrsbetriebe Zürich VBZ
Services
Idea development and conception
Art Direction
Character design
3D rendering
Graphic design
Digital media
«Our goal is not only to draw attention to the major changes, but also to engage public transport users directly and emotionally.»
Natascha Klinger, Communications VBZ
