Background
Launched in 2021 and based in Lagos, Nigeria, TravelTank is a one-stop-shop for all your travel and holiday needs. Whether you want to stay local, or go a bit further afield, TravelTank got you covered.
TravelTank wants to make your booking experience fun yet simple, allowing you to explore and discover new and unusual destinations around the globe. But don’t worry, the old favourites are in there too!
The Campaign
As a Creative Strategist, I worked closely with the TravelTank marketing team to come up with ideas to boost sales through the creation of a well thought campaign that will engage existing and attract new customers.
I thought of different ideas, but I wanted one that will also cut across other transportation mediums, because every Nigerian is on the move and the best place to actually attract people at a glance to your product is on the move.
In order for me and the team to achieve this, we thought of the best brands that resonates with the plan. Below is a list of considerations.
• Fleet of custom design vehicles
• Location
• Brand Positioning
• Reach
The plan is simple. Partner with a brand that moves both young and old within the busy streets of Lagos. Brand and onboard their vehicles, riders then take pictures with the branded campaign vehicles and post them tagging TravelTank and the brand in question. The user with the highest post engagement stands a chance to win a free flight ticket to a select destination.
Offline users will also not be left out as they can spot the campaign vehicles, take a picture, tag, and share.
Moove with the Sharks
We decided to go with the "Moove" brand and we came up with a theme for the campaign which is "Moove with the Sharks". TravelTank uses the word TravelSharks internally for teams to drive brand values.
I fused the brand elements to create the campaign image for "Moove with the Sharks".
Moove travels through the "road" while the sharks dwell in the "ocean". So what better way can we connect it to "summer"? I came up with the use of "waves" fused with the "road marks" to connect the campaign's ideology as illustrated below.
Moove travels through the "road" while the sharks dwell in the "ocean". So what better way can we connect it to "summer"? I came up with the use of "waves" fused with the "road marks" to connect the campaign's ideology as illustrated below.
Objectives of the Campaign
• To promote tourism and travel by showcasing the best experiences of Moove riders.
• To incentivise riders to use Moove for their transportation needs by offering them a chance to win a free trip to London.
• To increase Moove's and the travel agency's social media presence by encouraging riders to share their experiences.
Target Audience
The target audience for this campaign is primarily millennials and young professionals who are frequent users of Moove. They are tech-savvy, value experiences over material possessions, and are always looking for new adventures. They will likely have a strong social and are interested in travel and tourism.
Campaign details will last weeks and will take pictures of Moove cars and upload them on their respective social media pages using the hashtags #Moove&Travel #TravelTank #MooveWithTheSharks and tagging @traveltanknigeria @moove_io. Riders can take pictures of themselves, their friends, or their surroundings during their Moove ride. The pictures should showcase the best experiences of the riders while using Moove.
At the end of the four-week period, the best photo by a Moove rider will be selected by a panel of judges from TravelTank and Moove. The winner will receive a free trip to London, which includes airfare, hotel accommodations, and a guided tour of the city.
