Campaign Video for SWISS A tram becomes a flight: the SWISS campaign in Milan.
For SWISS, a flight isn't just a mode of transportation—it's an experience. So why should a tram be just a tram? The event in Milan turned a tram into the first intercontinental tram, and the film captures the Milanese people's reactions.
A brand delivers on its promise in the everyday lives of its target audience
SWISS is known for its service, and Zurich, as a hub airport, is closer to Milan than many people realize. Instead of just advertising this, the campaign brought it to life: A Milan tram became the first intercontinental tram.
Digital screens in the windows displayed panoramic views of three dream destinations from the SWISS route network: New York, Tokyo, and Johannesburg. This was accompanied by the well-known in-flight service featuring chocolate, surprises, and gift certificates. The film documents the event and the passengers’ reactions: “It was wonderful. The chocolate was good.”
Why the campaign needed a movie
A guerrilla campaign reaches the people on the tram; the film reaches everyone else. It is only the documentary that turns the Milan campaign into a campaign component that works across all channels: the idea, the execution, and the genuine reactions.
The team spent three days of filming in Milan, both on moving trams and at the stops. That’s exactly what a film like this is made for: it extends a one-time event into something that lasts.
"Because it's the little things that make a big difference."
Seen in the film
The first intercontinental tram: a Milan tram whose window screens display aerial panoramas of New York, Tokyo, and Johannesburg, in sync with the tram’s speed. On board: SWISS service featuring chocolate, surprises, and vouchers for dream destinations. At the end, the passengers share their thoughts—enthusiastic and a little taken aback: “It was wonderful. The service was excellent. The chocolate was good.”
01 · Milan from above
02 · New York Through the Tram Windows
03 · Small things, big impact: in-flight service
04 · SWISS on board the tram
What ROCC Film has taken on for SWISS.
Three days of filming in the heart of everyday life in Milan.
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