The Eclipse Code. Two-Minute Site SLD agency
Task
Business objective: To support seasonal sales by increasing the average frequency of rides among users. Communication goal: Increase user loyalty to the Citymobil brand.
Ideas and solutions
This story is about the Citymobil brand, which is changing the way we are used to getting around town and does not want to go down the beaten path of category communication standards. 2020 is a challenging time for the entire cab industry and in December, the brand faced a daunting task for the first time: supporting sales for the season, despite the complicating situation with the pandemic and quarantine restrictions. But the brand did not use the standard solution of using Black Friday and trying to outshine the others during one of the noisiest advertising periods. We found another event, the solar eclipse on December 14, 2020, which, like Citymobil, changes the usual order of things. 2020 is remembered as the year when everything happened online, so we decided to bring an entire natural phenomenon online and taxi-ported everyone to this unusual event. We created a website with a "cyber eclipse" that "worked" for only 2 minutes, exactly like the astronomical one. And disappearing promo code became our element of uniqueness of situational content. As a result, thanks to the non-standard approach to communications the brand was able to significantly increase the frequency of travel among users, grow loyalty rates, but most importantly - "outshine" competitors and stand out in the noisiest marketing period of the year
