It is a great honor to design a campaign for a 75th anniversary. For an agency, this means finding the core values of a client that have allowed them to thrive on the market for so long, despite all the changes in the environment.
The task was: to create a national campaign for advertising on Billboards and Jumbo posters.
To better understand the client, we tried to learn as much as possible about them from various sources.
- The first step was to research online materials – we found different articles and reviews, mostly within the expected range.
- Next, we interviewed passengers to find out what they would highlight as the uniqueness of Čazmatrans, and here we received the most praise for the drivers—their kindness, helpfulness, professionalism, and good service. We also learned that there are drivers who are the third generation from the same family, meaning that the love for this job has been passed down so many times that the grandfather, father, and grandson are all working at the company at the same time.
- Third, we spoke with the client, who told us a lot about themselves that isn’t publicly known but would benefit their image, such as being the official transporter of the Croatian Water Polo team, which won the World Championship this year.
From all the collected information, we compiled a SWOT analysis, created a Persona, and summarized everything into a classic Brief.
For this client, we identified three Personas and tried to detect what they all have in common.
This led to the creation of several initial ideas:
After the sketches, we added sample photos showing emotion:
We all agreed on one idea: People travel to reach their destination safely, and drivers especially cherish that moment when they see many passengers being greeted by their loved ones at their destination.
Since the campaign was national, we had enough space to present three different communications:
- The first focused on the passenger with the slogan “Just for that feeling.”
- The second focused on the World Champions in handball, for whom Čazmatrans is a proud transporter.
- The third communication honored the first bus drivers who laid long-lasting foundations, so we found well-preserved photos of the first buses from the archives.
In addition to the posters, the client was also presented with an omnichannel campaign, but the client had an even better suggestion: to extend the campaign to promote summer routes. The continuation follows in the next blog., created a Persona, and summarized everything into a classic Brief.
