In the first part of 2024, Čazmatrans launched a campaign to raise brand awareness. Billboards and jumbo posters were placed in key locations, communicating the company’s 75 years of existence.
Why Billboards and Jumbo Posters?
When it comes to raising brand awareness, the size of the ad space and the height at which the ad is placed play a crucial role. The results of the campaign, compared before and after its execution, showed a positive change in brand perception. This confirms that the number and positioning of the billboards were well chosen, as well as the message that was conveyed.
What’s Next?
After successfully raising awareness of Čazmatrans as a large and reliable brand, the focus shifted to building trust with potential customers and generating interest in using the company’s services. The second part of the campaign focused on sales, answering the question: “How can potential users enjoy this brand and its services?”
Three Key Links Between the First and Second Phases of the Campaign:
- The same slogan was used, but in a new context.
- The focus was on the emotion experienced at the end of the journey.
- The visual was split into two parts – one communicating emotion and the other presenting a specific offer.
In this case, the offer was summer routes from continental Croatia to the coast. A key variation across all visuals was highlighting the departure routes. Since it was a national campaign, each city where a billboard was placed emphasized that specific departure point.
Personalized Message for Better Impact
This approach allowed for better readability of the message, and residents of each area felt that the route was specifically tailored to them, not just one of many stops along the way.
Unlike previous campaigns, which often included the image of a bus in the visuals, this time, there was no bus depicted. However, one connection remained – sitting and enjoying.
The Emotion of Travel and Relaxation
While traveling on the bus, a passenger can sit back and enjoy the passing scenery. In the same way, when they arrive at the beach, they can relax and take in the view of the sea, only with an even stronger sense of emotion. This idea of relaxation was at the heart of the visual identity of the campaign – from the moment of travel to arriving at the desired destination, every part of the experience was imbued with the emotion of relaxation and satisfaction.
