We have been travelling by train with our client, ZSSK (Slovak Railway Company) for quite a while now. But now, they came with an offer that transcends all borders.
ZSSK traditionally improves their train schedule and brings changes in travel. They strive to improve and make existing train lines more efficient, add new ones and reduce those that are not used as much. This time, alongside changes in domestic lines, they also brought international trains which make travelling all around Europe quicker, more comfortable and more convenient than ever before.
In order to get this message across and also inform about the new train schedule, we turned the music group S Hudbou Vesmírnou into travel bloggers which invite us to explore Europe via the viral Instagram pose of “Follow me”.
We have chosen a form of communication which young people know very well and one that can also pass along the important information. The main aspect of the campaign was its visual side where Dominika, representing ZSSK and wearing its uniform, addresses the people and metaphorically leads the people to follow her further into Europe.
In addition, we have created a “European train” with banners and a social media campaign that utilized the travelling topic and engaged fans in the form of a blind map, food tips, as well as entertaining and informative posts about European destinations. We have also sent the trio to the Christmas markets in Zürich in order to fulfill their role of Travel vloggers (T for Trains).
The result was a campaign that made use of the current trend and promoted travelling by train domestically and internationally around Europe in an attractive way.