Observed Signal · Jun 5, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Swiss '31Days' Challenge: One Month Free Without a Car
The Swiss Climate Cooperative is rolling out its mobility challenge '31Days' nationwide, offering motorists a free month to try public transport, bikes and sharing services. The program provides a free Schnupper-Generalabonnement (trial GA) plus access to partners such as Mobility, PubliBike, Dott and Reka. The campaign and implementation were created entirely by agency 42hacks without an external communications or advertising agency. An AI algorithm is used to select applicants who are genuinely willing to switch and to exclude carry‑along (take‑along) effects, enabling a precision‑marketing approach focused on measurable behaviour change. Implementation involves SBB, Alliance SwissPass, multiple cities, cantons and municipalities; after pilots in Winterthur, Bern and Basel, Thun, Luzern and St.Gallen are now participating. Interested participants can apply at 31days.ch.
Regional marketing campaign demonstrates use of AI-driven audience selection and precision marketing with measurable behaviour-change goals; relevant as a practical example for MarTech/AdTech but not industry-shifting.
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Key Takeaways & Evidence Grounding
- The Swiss Climate Cooperative is expanding the '31Days' mobility challenge nationwide.
- 42hacks conceived and executed the idea, implementation and campaign without external communications or advertising agencies.
- Participants receive a free trial GA (Schnupper-Generalabonnement) and access to partners including Mobility, PubliBike, Dott and Reka.
- An AI algorithm selects applicants who are likely to switch and excludes take‑along effects to enable precision marketing and measurable outcomes.
- Program partners include SBB, Alliance SwissPass and numerous cities, cantons and municipalities; pilots ran in Winterthur, Bern and Basel and now include Thun, Luzern and St.Gallen.
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Related Market Signals & Shifts
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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.
Tamedia hands out ice cream to promote trial month
Tamedia staged an on-site promotion at Zurich's Europaplatz, distributing free ice cream portions in cooperation with Oltner ice-cream maker Kalte Lust to promote a trial month subscription for the Tages-Anzeiger. The activation used blue cups printed with a campaign slogan and a QR code that redeemed a one-month trial; Tamedia reports distributing 5,000 portions and the campaign landing page recorded over 3,000 visits on the day. Tamedia managers Simon Bärtschi, Raphaela Birrer and Marc Isler were present. The media house did not disclose how many trial subscriptions resulted from the landing-page visits.
Republik: Six Reporters Roll Across Switzerland
Swiss online magazine Republik has launched a summer series titled "Tour de Suisse" in which six reporters let chance decide their travel destinations. Starting from Zurich main station, the departure display and a stop are rolled for, and the assigned reporter must spend the day at that stop. The first episode, published 2026-08-03, features reporter Boas Ruh in Hettlingen (Zürcher Weinland), where he visits the local bathing area, the new cultural centre "Burgtrotte", and an overgrown former highway rest stop. Reporters are equipped with a disposable camera and tasked to return with at least one cat photo. Upcoming episodes will visit a border area, an industrial/worker town, and a Ticino village with a purported ghost house.
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