After turning 16, Swiss youngsters have to pay full price to access the national railway network. To further benefit from half price tickets, they have to buy a travel card called «Halbtax». This is where a special offer for people who are just about to reach their 16th birthday comes in. It allows the 16 year olds to buy the «Halbtax» for about half the price it usually costs. Our entry promotes this special offer.

The initial personalized direct mailing is sent to 16-year-old Swiss Railway customers one month before their birthday. The number of recipients is about 5000 each month. This mailing provides important information about the «Halbtax». In the mailing, the recipient is asked to visit a special personalized website and participate in a contest. The picture contest’s viral mechanism also encourages non-customers born in 1991 to enter the competition and purchase a «Halbtax» under the same conditions. The offer is simultaneously teased on several platforms through banners, offline ads and other means of promotion.