Observed Signal · Jun 30, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
SBB Targets Older Travellers with Nationwide Campaign
Swiss Federal Railways (SBB) has launched a nationwide advertising campaign focused on people aged 60 and over. Developed together with the agency Leo (Zürich/Lausanne), the campaign centers on staying mobile and connected with family and friends, and features two TV spots plus placements in digital out-of-home, online and print. The campaign has been running since 22 June 2026. Leo — formed from Publicis Zürich and Publicis Lausanne in April and part of Publicis Groupe — handled creative work. Matthias Bütler, member of SBB’s executive board and interim head of Market Passenger Transport, said the campaign aims to make older people choose public transport as their primary travel mode. Production credits include director Gonzaga Manso, Shining Film AG, DubDub and Prodigious.
National advertising campaign and agency news with limited industry impact beyond the Swiss market; relevant to creative and media planning but not a major AdTech infrastructure or policy event.
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Key Takeaways & Evidence Grounding
- SBB launched a nationwide campaign targeting people aged 60 and over.
- The campaign was developed by agency Leo (Zürich/Lausanne) together with SBB.
- The campaign launched on 22 June 2026 and runs on TV (two TV spots), Digital Out-of-Home, online and print.
- Matthias Bütler (member of the SBB executive board and interim Head of Market Passenger Transport) said the campaign highlights public transport’s role in keeping people mobile and socially connected.
- Credits listed: Client SBB (Market Personenverkehr); Agency Leo (Zürich); Director/Camera/Photo Gonzaga Manso; Film production Shining Film AG; Sound studio DubDub; Realisation & image editing by Prodigious.
Connected Companies & Entities
2 Entities mapped“The campaign was developed together with SBB and positions public transport as a way for people aged 60+ to remain mobile and connected....”
“The article states that the agency Leo belongs to the Publicis Groupe....”
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