Integration of a new character (Taxi Driver) in the popular YouTube show Inside Lapenko Генералова Анна
This work
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Use of Media
Task
To create an advertising that would make a strong emotional bond between company and client. The whole complex of advertising should show the key idea and represent the company in a creative and new way so that the audience would remember it.
Ideas and solutions
"What's next?" This is a question that any company faces if it entered the market in a big way. A company brand that amazed viewers with its creativity and non-standard approach from day one! This is exactly the issue Citymobil faced. A large-scale launch of the brand in 20 regions, integrated advertising in music videos of top singers - all this led to the fact that the moment when just being interesting doesn’t work anymore has come. The most logical and correct thing in this case is to create an emotional bond between customers and brand, to increase their loyalty through their hearts, not brains. We identified the messages and characteristics that we want to convey to the audience, and realized that the best thing we can do is to show these characteristics through a hero. The hero who is loved by everyone, who is considered funny and such a “boy-next-door”. And right away the very popular YouTube-series “Inside Lapenko” with virtuoso reincarnations came into mind. It seems that Anton Lapenko can do anything. And he certainly has the power to create a strong emotional bond. The taxi driver became the bomb of the new season, he appeared in only three episodes, but has already won the hearts of millions. Charming, always ready to help his clients, the amazing storyteller... We received a dozen requests to keep the Taxi driver a regular character. However for our agency the most important result was that we hit the target: everyone who saw the Taxi driver and pressed the button to order a taxi from Citymobil, imagined and waited for this particular hero. Result: The results exceeded all expectations! 12 million views, 53 thousand comments, 910 thousand likes. But what's most important - we got a great amount of positive feedback in all company’s social media! That proves: mission “emotional bond” was successfully completed. video presentation: https://youtu.be/-EH-rFq241A
