Every day we devise creative campaigns that are to run for several weeks. And every now and then we are tasked with devising one that should become a concept for the whole year to come.
Our task was to think up a communication concept to help Slovak Rail recover its, not too flattering image and to tell people that train travel is not what it was in the past. It can be fun, full of adventures, with good food in the dining car, relaxation in the sleeping car, or meeting new people. In short, everyone can enjoy it their way.
When creating the framework of the campaign, we looked for suitable brand ambassadors. We looked for someone who would radiate youth and dynamics, and would also reach older generations. The music band S Hudbou Vesmírnou started as a phenomenon among young YouTube fans and gradually became the faces of major public television shows. We didn’t need to consider any other names.
A catchy purpose-made tune became the main format of the initial image phase of the campaign. We made a video for it together with S Hudbou Vesmírnou. After a short period of teasing, we premiered it on Friday at 15:23, which was a reference to the notorious first verse of the tune.
The campaign itself had numerous versions. We applied it to OOH formats, print and banner adverts, and used it for activity in the online environment including social networks. And as if that wasn’t enough, we also covered a tram with it.
The initial response was already great. The number of views for the video quickly reached half a million and we even got “complimented” by several anonymous YouTube profiles stealing it and spreading it further. We called on our fans through an online competition to help us record their version of the tune too.
We are already developing the continuation of the concept and look forward to further activities with S Hudbou Vesmírnou.