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Innovation meets pop music
On Saturday, THE YELLOW TOUR by Swiss Post ended with a brilliant grand finale at Das ZELT – Chapiteau PostFinance in Lucerne. Bastian Baker, the voice and face of the tour, had been touring sold-out venues in all parts of Switzerland since the beginning of October. During the tour, fans of the charming singer-songwriter from the French-speaking part of Switzerland were able to experience Swiss Post’s various surprising and convenient services up close. Promotional activities included signed postcards created with the PostCard Creator App and parcel deliveries of personal Bastian Baker gifts. For tour highlights, have a look at the “best of” videos at TheYellowTour.ch.
Rich Content Section
THE YELLOW TOUR is a unique type of interactive campaign featuring promotional activities which highlighted Swiss Post’s customer focus and its services. Across all measures, THE YELLOW TOUR generated approximately 24 million contacts for Swiss Post in the past six weeks. Whether postal agencies, PickPost points or My Post 24 terminals: Swiss Post now offers numerous new access points in order to respond to changing customer requirements. “Organizing and enriching a concert tour with Swiss Post services was an exciting challenge for us. The interactions between Bastian Baker, his fans, our customers and our staff have been a real joy to everybody involved,” concludes Marco Imboden, Head of Communication at Swiss Post.
THE YELLOW TOUR was no typical concert tour for Bastian Baker either: “Swiss Post’s promotional activities and services and the smaller venues have allowed me to be much closer to my fans than usual. That was a very positive experience.”
Swiss Post staff in the limelight
The tour offered an endless number of contact points between the star, his fans and Swiss Post: from meets & greets at local post offices, a letter box concert during which Bastian’s voice surprised passers-by from inside a letter box, and spontaneous live concerts in a Postbus through to hundreds of postcard selfies created by fans via the PostCard Creator App, which were then signed by Baker and sent to their recipients’ homes by Swiss Post. Apart from Bastian Baker’s best songs, the highlights of a typical evening on THE YELLOW TOUR included the promotional activity “Pick on Stage”. During each concert, a personal item was given away live, collected immediately on stage by a mail carrier with the pick@home postal service and then delivered to the winner’s home.
A “phygital” campaign
THE YELLOW TOUR kicked off a Swiss Post communication campaign set to run for several years, bringing the company’s access points and services closer to its private customers. It included a range of TV adverts, print ads, online displays, mailings, fairs, events and even a dedicated website. TheYellowTour.ch website available in three languages was the cornerstone of the campaign. It gave Baker fans the opportunity to follow what he experienced on the tour together with Swiss Post’s services. Popular presenter Marco Fritsche was always in the thick of the action to track down the best tour stories and keep fans posted with his web TV coverage. More than 210,000 fans visited the campaign website during the tour. The song written and composed specially by Bastian Baker while on tour with input from his fans is now exclusively available at TheYellowTour.ch.
The video of the tour song and “best of” videos from THE YELLOW TOUR are available at the following link: