A TRIP
TO HOME
In 2020, we had to grapple with the idea that the only travels available to us are the trips home. Citymobil taxi service decided to offer a special discount for rides home and our task was to support the initiative with a special promo campaign.
During the pandemic of 2020, we proposed that one can travel not just to other cities and countries, but also around one’s own home, rediscovering it in the process
We called this country Houseland and dedicated a whole website to it. The site presented a map of the island where the visitors could travel from one room to another.
The users could read about amusing features of each “city-room” and even send themselves postcards. Just like they would from an actual vacation.
Let's take a journey through the design process
We also did videos and special projects with different media outlets, and users could share these post cards and get discounts on rides home.
The campaign was so successful that the client decided to raffle off a real apartment. About that below.
To promote the promo, we developed communication in the direction of homeliness. We made the hero of the campaign a TV presenter from the famous TV show "While Everyone's at Home," where he walks through celebrities' apartments and drinks tea with them.
It's a very old show that has already become a meme. To deliver a lamplight feeling of nostalgia and soulfulness, the brand communication was stylized for the 90s and filled with as many references to the show and attributes of that era as possible.
We made a site in the style of 8-bit graphics, in which the user takes a cab to his new home in the style of the iconic racing game of those years Need For Speed.
By making real cab rides offline, the user increases their chances of winning the grand prize of an apartment.
For the interface of the site we shot 15 cinemagraphs of the hero and made cues for users with it. Just like a paper clip in Word.
To support the campaign, we shot a commercial in the style of 90s commercials. With a catchy jingle, references of that time in graphics and, of course, "dizzying hands" - the DIY rubric in this program. In the video, the hero gets excited and prepares to meet the winner at home.
We also did a week-long stream for the final stage of the apartment drawing, where Timur waits 7 days, 24 hours a day for the winner to come home.
In addition to developing a huge amount of different materials for the user engagement channels, it was necessary to think about how to accrue and calculate points correctly and how to determine the winner.
Interestingly, after the project was over, we called the winner, but he did not believe he had won. Then the brand representatives called, but the man refused for a long time to believe that he had won. That's how often we don't believe that fortune is very near.
Results
77М views
246к rides
2020
SLD agency