Trams run in every city in Germany. The tram winds its way through the narrow streets of historic old towns and dominates wide access roads like an alpha animal in the middle of the road, always has right of way, and is the fastest means of transport in the city. The tram is therefore highly visible to all road users and ensures long contact times. It doesn’t whiz past us in a matter of seconds.
Our client Muratbey had to choose between full or partial design formats or traffic boards. Quite early on in the discussion, it became clear that the advertising should run on the tram for at least one year. Traffic boards (large-scale posters in 18/1 format) were therefore ruled out of the planning because this format is designed for short campaigns (1-3 months).
Partial or complete design? Studies conducted by the trade association have shown that complete designs achieve better performance values than partial designs. With its complete design and dominant presence in the cityscape, Muratbey achieved its goal. Muratbey’s brand awareness has increased significantly over the last twelve months. The collaboration with Muratbey has been extended for another year. We would like to say thank you to Berlin, Frankfurt, and Cologne.
Costs:
Media and production costs vary depending on the city. As a rough initial estimate, you can assume €60,000 per year. The costs can be significantly reduced if you opt for a two-year contract (or longer) from the outset. This allows you to benefit from a time discount.
Design:
Muratbey received a graphic template for the train units for each city. This template defines all areas, i.e., the advertising spaces and the areas that must remain free. These are notices for passengers and some window areas, such as those near the driver. The graphic designer can then easily apply the motif to this template.
Advantages at a glance:
The tram makes its extra tour on the streets. This means that the advertising attracts a high level of attention from all road users (drivers, cyclists, pedestrians) without exception.
The advertising winds its way leisurely through rush hour traffic, ensuring long contact times and thus good recall values.
The overall design offers space for brand staging (see video) and for a distinctive appearance.
