Apartment for trips SLD agency
Task
Commercial objective: to increase sales by attracting new customers and increasing the frequency of trips among current users. Communication goal: increasing user loyalty to the Citymobil brand
Ideas and solutions
In 2020, the pandemic greatly changed the perception of the cab category and transportation in general - people became afraid of "non-personal" transportation. Therefore, the brand faced a new communication challenge: to restore to cab travel the lost feeling of safety. In the previous September campaign, our metaphor was a comparison with home - a place where each of us feels as safe and comfortable as possible. In the current promo campaign, the brand was tasked with continuing the theme of home and playing out a real apartment. To promote the promo, we developed communication in the direction of homeliness and exposed it as the quintessence of warmth of the soul. Playing on the association with the TV show "While everyone is at home," we made its eternal host Timur Kizyakov the hero of our content. To bring a feeling of nostalgia and soulfulness, brand communication was stylized for the 90s and filled with lots of references to the program and attributes of that era. As a result, Citymobil was able to significantly increase ride frequency and brand loyalty scores.
