BeRider shows all “beauties of transport in Prague” in a new campaign
Photo: Škoda Auto DigiLab
The BeRider shared scooter brand from the Škoda Auto DigiLab portfolio is launching a new campaign before the main season. It presents Prague as the most beautiful city in the world, but it can also bother locals when it comes to transport.
The traffic situation is the biggest problem that Praguers in the metropolis have been fighting for a long time right after the low availability of housing. According to Jan Charouz, CEO of BeRider, transport in Prague is, among other things, a tax on the city’s unique historical development.
“The needs of urban mobility are evolving rapidly and it is difficult for historic cities such as Prague to maintain this pace of development. The streets are not inflatable and cannot accommodate the growing number of cars. Although Prague has good public transport, there are situations where this type of transport is not always very suitable. BeRider is the perfect accessory that can reduce the negative impacts of individual transport, “Charouz describes a situation in which a shared scooter can” handle all the beauties of Prague “- as the slogan of the campaign sounds.
BeRider is a service called shared mobility, which is currently one of the main trends in modern urban transport. Unlike shared cars or scooters, electric scooters can overcome a number of problems that are familiar to all Praguers: lack of parking spaces, movement on cat’s heads in a tangle of one-way streets in the historic center or imperfect infrastructure for cyclists.
“We know that Praguers already know BeRider and understand the benefits for the city,” says David Beška, Chief Marketing Officer of Škoda Auto DigiLab, adding: decision to try our scooters. That’s why we built the new communication concept on selected situations that give a clear reason – and I believe that people will think of us as a suitable solution whenever they encounter a similar situation themselves. “
The campaign follows what is happening in the streets a bit atypically from a bird’s eye view. Thanks to the location of the drone shots, according to the creators, the street structure stands out better, which shows how closely Prague’s traffic problems are linked to the city’s urban design with all its historical changes.
“We put together a small, executive team, the head of our Craft team took over and we managed the production and post-production in-house. This can remain very efficient and flexible for us. It only took us longer to secure permission to fly drones. If this process were faster, it would really only take a few weeks from the idea to launch the campaign, “adds Jaroslav Malina, Chief Growth Officer McCann Prague, on behalf of the agency party.
The campaign will run exclusively online from the end of May, and people will encounter a mix of different video formats – from 60 “spots, through shorter formats to simple jumpers. They will then be followed by performance formats supporting mobile application communication and communication on social networks. In the second phase, selected influencers will also take part in the campaign, sharing their own experiences of transport around Prague with their fans. Concept and implementation of the agency provider’s campaign in Procoma’s internal production.