In 2012, the TCS were offering a special price for people who became members before the end of the year. So, we created a campaign to show that the roads are especially dangerous in the fall and winter and therefore how important it is to be insured. 

We also sent out direct mailings. One in the fall and one in the winter.

Every new member received a pair of tactile loves so they could call the TCS without getting cold.

Early December, we launched a special ad playing on the supposed end of the world. We explained that you could become a TCS member until the end of time for only CHF 25.- (according to the Mayan calendar).

When winter made its appearance in Switzerland, we launched a Facebook contest where people had to draw a picture on their frozen windshields and get their friends to vote for them.

We also created fun and interactive web banners to demonstrate the typical disagreements of the winter weather in Switzerland

A Google AdWords campaign was also set-up.