baltic pr awards 2011: how simple express met young travelers
TRANSCRIPT
HOW SIMPLE EXPRESS MET HOW SIMPLE EXPRESS MET YOUNG TRAVELLERSYOUNG TRAVELLERS
THE OLDER BROTHERTHE OLDER BROTHER
WHAT TO DO?WHAT TO DO?
NEW TARGET AUDIANCENEW TARGET AUDIANCENEW BUS LINENEW BUS LINE
OBJECTIVES
A.A. Increased number of carried Increased number of carried passengers passengers
B.B. Collaboration with three universitiesCollaboration with three universitiesC.C. Sustainable social communitySustainable social community
BUDGET FORCES TO BE CREATIVE
==NONO
BRAND POSITIONING:
SIMPLE SIMPLE ADVENTUROUSADVENTUROUS
YOUTHFUL YOUTHFUL OPENOPEN
WE DECIDED:
A.A. ATTENTIONATTENTIONB.B. ENGAGEMENTENGAGEMENTC.C. RELATIONSHIPRELATIONSHIP
LAUNCHING
THEIR LANGUAGE
ENGAGE EVEN MORE
RESULTS: MEDIA COVERAGE
RESULTS: FACEBOOK
RESULTS: STUDENTS
RESULTS: CARRIED PASSENGERS
+ 27 %+ 27 %
HOW SIMPLE EXPRESS MET HOW SIMPLE EXPRESS MET YOUNG TRAVELLERSYOUNG TRAVELLERS