In the new campaign, BeRider shows all the ‘beauties of transport in Prague’. You won’t like the car: Marketing journal
May 31, 2022
| editorial staff
“Prague is the most beautiful city in the world, man,” says the new BeRider shared scooter campaign. Looking from a bird’s eye view at traffic jams, it resembles GTA 2.
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 effects of individual traffic. ” Charouz describes situations in which a shared scooter can do it “Master all the beauties of Prague” – what the campaign slogan sounds like.
BeRider Yippee service, so-called shared mobilitywhich is currently one of the main trends in modern urban transport. Electric scooters in contrast to shared cars or scooters they can overcome a number of problemswhich 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, Marketing Director of ŠKODA AUTO DigiLab, and adds:
“So we worked with the McCann team to find a way support another target group in deciding to try our scooters. That’s why we are they built a new communication concept on selected situations, which give a clear reason for this – and I believe that people will think of us as a suitable solution whenever they encounter a similar situation on their own. “
The campaign follows what is happening in the streets a bit atypically from a bird’s eye view. Thanks to the height of the drone shots according to the creators the street structure stands out betterwhich shows how closely Prague’s transport problems are linked to the city’s urban design with all its historical changes.
The campaign will run exclusively online from the end of May, and people will encounter a mix of different video formats – from a 60 ”spot, through shorter formats to simple bumpers. 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.
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