TAPIR is an integrated brand communication campaign developed by treat.agency for Wiener Linien in cooperation with Visa. The campaign's goal: motivate tourists and car drivers to switch to Vienna's public transport by highlighting the ease of the new contactless payment machines (TAP & RIDE) across all stations. treat.agency was responsible for the full scope — from naming and brand development to media planning, station branding, OOH/DOOH rollout, social media, and on-site promotion.
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Vienna has one of the best public transport systems in the world — but getting first-time users or habitual car drivers to actually step on board remains a genuine challenge. TAPIR addressed this head-on: a campaign built around the insight that friction at the ticket machine is one of the key barriers to using public transport.
treat.agency invented the name (and mascot) TAPIR, a wink on “tap here” to serve as a funny and easy to understand message in both English and German. We developed the complete brand identity, and created the entire media and rollout plan in close coordination with both Wiener Linien and Visa. The centrepiece of the campaign was the comprehensive branding of relevant stations throughout the Vienna U-Bahn — a visible, context-perfect statement right at the moment of decision. The campaign extended across OOH and DOOH placements city-wide, a paid and organic social media campaign, and targeted on-site promotion activations.
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