Życie agencji reklamowej to ciągły ruch w burzach kreatywnych pomysłów. Trudno tu o spokojny dzień, stan wysokich emocji to u nas normalka. Jednak niektóre projekty pozwalają nam odlecieć do czegoś spokojniejszego, ale wciąż innowacyjnego. Taki właśnie był projekt, do którego zaprosiło nas warszawskie Lotnisko Chopina.
Tu Chopin, mamy problem…
Od wielu lat zmorą lotniska są nieuczciwi taksówkarze, którzy wymuszają na nieświadomych podróżnych horrendalne opłaty za kurs. Dotychczasowe działania naszego klienta oraz liczne artykuły w mediach piętnujące taxi-mafie oraz ostrzegające przed krętaczami nie przyniosły oczekiwanych rezultatów. Właśnie dlatego Chopin zwrócił się o pomoc do zespołu Montovni – prawdziwej ekipy do zadań specjalnych.
Sprać nieuczciwców parasolem
Burza mózgów oraz wizja lokalna na miejscu akcji pozwoliły błyskawicznie odnaleźć źródło problemów. Informacje o taksówkach na lotnisku są niespójne, chaotyczne i pozostawiają mnóstwo miejsca dla nieuczciwych taksówkarzy. Aby skutecznie wymieść ich z przestrzeni lotniska, musieliśmy stworzyć coś więcej, niż jeszcze jeden prosty komunikat. Otworzyliśmy więc nad podróżnymi ogromny informacyjny parasol. Rozpostarł się nad nimi już od chwili przylotu i chronił aż do momentu, w którym porządni, rekomendowani taksówkarze dowozili ich do celu.
Takim parasolem, którym przyłożyliśmy nieuczciwym taksówkarzom, gdzie boli najbardziej stała się wspólna marka taksówek rekomendowanych przez Lotnisko Chopina – CARE CAR.
CARE CAR, czyli taksówka, która dowiezie nas do celu w bezpiecznych i komfortowych warunkach, największą wartością jest – stąd słowo CARE (opieka). Logo to zabawa literą C – samochód, ale jest też nawiązanie do parasola.
WELCOME WAS to lingwistyczny miks witający pasażerów utworzony z angielskich słów WELL, COME i WELCOME. Witamy, przyjdź (do nas), dobrze/przyjemnie – takie właśnie skojarzenia mają towarzyszyć usłudze. WAS – jesteśmy dla Was, tu w Polsce, w Warszawie (WarSAW).
Na hali odbioru wyrzutnie to taksówki, a taśma jest panoramą Warszawy.
Nie zapomnieliśmy też o urządzeniach mobilnych. Funkcjonalna aplikacja z kompasem prowadzi do CARE CAR, kalkulator przejazdów pokaże sugerowany koszt podróży, a niezbędne numery są zawsze pod ręką. Wystarczy zeskanować kod QR i otwiera się nowy świat.
Na bezpiecznej ścieżce nic nikomu nie grozi! Od samego wyjścia z gate’u do wejścia do CARE CAR.
Ciężki bagaż … no problem! Jest wózek ze specjalnym panelem, na którym kładziesz telefon, a kompas z aplikacji prowadzi do celu.
Dziś Warszawa, jutro cały świat.
Koncept opracowany przez naszą agencje to projekt idealnie wpasowujący się w klimat lotniska. Dopracowany w każdym szczególe jasno mówi o tym, że jest tylko jedna słuszny transport z lotniska – CARE CAR! To on jest Twoim przewodnikiem i opiekunem. Duże przedsięwzięcie jakim jest CARE CAR czeka na dalszy etap. Wiemy jedno, na Warszawie się nie skończy. 😉
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