_edited.png)
Case Study:
eFlow 'Directors Cut Campaign'
How the eFlow 'Directors Cut' Campaign increased brand likability & reduced unpaid journeys significantly!
THE BRIEF
eFlow's aim is to create public information awareness for toll users on the many ways to pay a toll; including ways to remember to pay your toll and how to avoid needless penalties. Research showed that eFlow had a legacy reputation that meant people disliked the brand. We were under no illusions that no one likes paying tolls, but we needed to create a way to make paying your tolls super easy, increase brand likeability and reduce penalties which in turn would increase brand likeability. This is how 'The Director's Cut' campaign was born.
THE STRATEGY
The creative brief needed to outline the importance of transforming the eFlow brand into something that has never been seen before making it highly personable, engaging, colourful and likeable through humour without losing the key public information messaging.
THE SUCCESS JOURNEY
-
The next step was choosing a creative agency that could make this happen. ThinkHouse won us over with their genious concept to develop movie themed creatives with a variety of genres that educated toll users on the M50 Quick Pay app and the M50 Video Account and their benefits, and how to avoid needless penalties.
-
Throughout the creative process we had to ensure that the key messaging was most prominent and branding consistent across each creative.
-
We produced static movie posters for multiple formats and motion graphics for social media as video was, and still is, the most viewed content format on these channels.
-
Finally we worked closely with TH and the amazing team at MediaWorks to strategically place the creatives nationwide on bus supersides, bus shelters, purchase point six sheets, shopping mall iVisions, paid social media, digital ads and radio slots. Read more here
THE RESULTS
-
A huge increase in website referrals from social media channels in 2020 for the eFlow brand.
-
Most successful year for the eFlow app in history in 2019 with extremely high increases in app installs, payments and revenue.
-
eFlow had the best results in Marketing in 10 years due to our marketing teams’ efforts to position the brand and voice of the brand in a more friendly, helpful, educational, and hassle-free way.