WAVE TO TIIU

ClientEESTI LIINIRONGID AS
Category A05. Travel, Transport & Leisure
TitleWAVE TO TIIU
Product/ServiceELRON (RAIL TRANSIT)
Entrant OPTIMIST GROUP Tallinn, ESTONIA
Idea Creation OPTIMIST GROUP Tallinn, ESTONIA
PR OPTIMIST GROUP Tallinn, ESTONIA
Credits
Name Company Position
Magnus Lužkov Optimist Creative Creative Director
Elis Ojaperv Optimist Creative Project Manager
Mari-Liis Ahven Optimist Public Project Manager

The Campaign

Let’s turn our clients into our heroes. Let’s wave back to people who live by the railways and greet our passing trains once in a while. Let’s show everyone how nice they are and make them happy at Christmas.

Execution

We paid our campaign heroes a visit and made short portrait movies of them. We had premiere of the clip on our national television channel (which does not cast advertising) and after that uploaded them to social media. We recorded our campaign hero’s Christmas wishes and let these clips in trains, asking passengers to wave hand back to them exactly when the train was passing by their homes.

Media outputs: 25 coverages in biggest Estonian media channels, including TV, radio, online and newspapers. Media Outputs: campaign reach 50% of the whole population, 200 000 views and 6500 only positive reactions in social media. Target Audience Outcomes: campaign videos made people share their own stories and experiences about greeting trains and getting back a friendly whistle. Campaign videos were voluntarily commented, liked and shared 6500 times. No money for media, no money for research. Business Outcomes: Ticket sales Dec ’16 vs Dec ’15: +11%

The Situation

Wave to Tiiu! campaign proves that relevant creative concept combined with smart PR can reach 50% of population without any paid media. This campaign is the winner of PR awards in Baltic region and Cannes Lions finalist 2017.

The Strategy

Primary target audience: people who currently use or could use Elron trains for everyday transportation. Target media: TV, social media, news portals, newspapers and magazines. As we had no budget for paid media, we informed media channels about ongoing campaign and offered the possibility for premiere of clips.