- Branding
- Campaign Planning
- Implementation
In February 2018 launched cityflitzer, the first stationless car-sharing service in Leipzig, as a supplement to the established station-based service of its sister brand teilAuto. The function and benefits of the so-called free-floating service were new to the public, as there were previously no direct competing providers in the city. Our year-round, cross-media launch campaign is designed to make cityflitzer known citywide, to establish an independent brand image and to build up a solid customer base.
We chose a cross-media campaign approach to make the most out of the given budget. Channels of different types of media are interlinked using references to maximize the reach of each platform. It's essential to have a consistent central idea across all channels when working in cross-media communication, as this generates recognition of the campaign.
The target group is young, urban, web-savvy Leipzigers – singles and families – for whom spontaneity and a sense of freedom are their top priorities. Here is where the theme of our campaign comes in: dynamic, easy-going, and humorous, we present cityflitzer as the new hero of the city, which allows the possibility for oneself to be free from the restrictions of existing mobility services. It is an everyday hero, a local hero, a revolutionary!
The visual design of the hero theme began with the branding of the new vehicle fleet. After all, the vehicles are product, advertising space, and hero all in one. We abstracted classic superhero elements concerning the desired light-hearted brand image and the meaningful cross-channel applicability. Starting with the car wrap, we complemented the visual appearance with further elements that we required later in the campaign.
cityflitzer is the new free-floating service of the nationally known station-based car sharing company teilAuto. Instead of being presented visually and content-wise only as an extended service, we decided to introduce cityflitzer as an independent brand. Our challenge was to differentiate the two brands enough to communicate in an image- and target group-specific way but still make the brand affinity unmistakable.
We decided which marketing channels we would use and how intensively based on the following framework conditions: budget, target groups, and product essence. We then structured the campaign year with timing, appearance, and content in mind. The first avenue of communication was our digital audience. Users on social media were informed and entertained, promoting a recognizable brand identity in the eyes of the viewers and the formation of a community. Selectively placed, attention-grabbing classic outdoor advertising attracted viewers in print and public spaces. All measures were consistent with the central information platform www.cityflitzer.de
Finding the right mixture of elements for the marketing mix was our assignment. Free-flowing and crazy sounded good to us. Fortunately, cityflitzer also liked the sound of it. So, our client dared to use Leipzig's urban space as a playground, paying homage to the city's character (and defying possible consequences) with guerilla advertising that kept with the hero theme and helped leave just the right impression in the audience's minds.
The hero has landed: The cityflitzer fleet increased to 150 cars in autumn 2018 to meet the growing number of users. In 2019, another 50 cars followed, and the operating area significantly expanded. We believe that our work has contributed significantly to this success. It was the first campaign of this magnitude that we implemented as the lead agency. It was correspondingly challenging for us, but through the open, friendly, and constructive cooperation with the client, we were able to try new things without fearing the inevitable mistakes and gained a lot of valuable experience. Thank you, cityflitzer!
