Families welcome: TCS wants new blood.
Category
Campaigning Conversion Dialog Marketing Public Sector & Non-Profit
Year
2021
When a couple becomes a family, it's a good reason to become a TCS member. A new approach was chosen to convince these young families of the benefits of TCS membership.
Families with children have a stronger need for safety than singles or couples without smaller children. But how do you reach young parents to introduce them to the many services and offers of Switzerland's largest mobility club?
Specific and relevant content
A magazine developed especially for the campaign and a landing page provide information about the diverse activities of the TCS: from child seat and bicycle tests to advice on buying a car and commitment to safety on the way to school. The topics are only touched on in the magazine, as young mothers hardly have much time to read. Those who do want to find out more can get more information quickly and clearly on the landing page.
A coloring sheet for the TCS Kids Help Bracelet integrated into the magazine creates additional added value.
From May 2021 to April 2022, the magazine will be enclosed in the Felicitas and Present-Service information and gift boxes, which are very popular with young mothers.
Opportunity ads also draw attention to the attractive offer, and TCS is additionally supporting the campaign with Google Ads.
From off- to online and cleverly orchestrated
The topics presented in teaser form in the magazine are explored in greater depth on the landing page familie.tcs.ch and are enriched with numerous videos. A landing page visit is also required to take part in the competition and to take out TCS family membership at the special anniversary offer.
The valuable competition leads are continuously processed with follow-up e-mailings.
