Marketing Capaign - Blacklane
Role - Creative Director
Objective - Brand awareness
The Challenge
Blacklane, a renowned global chauffeur service, is celebrated for its B2B services and airport transfers. The company recently expanded into the UAE market, introducing two key unique selling points (USPs): an all-electric fleet of Mercedes-Benz vehicles and chauffeurs trained through a specialized academy.
Given the competitive pricing landscape for on-ground transportation in the region, where well-established players dominate, it was crucial for Blacklane to highlight these USPs. This strategy aimed to showcase the superior quality and distinctiveness of their service to the target audience, thereby differentiating Blacklane in a highly competitive market.
The solution
Based on the 10 carefully crafted taglines, each concept was created to connect meaningfully with the target audience and to distinguish Blacklane from any perceived competitors.
In the photoshoot, we captured images that vividly embodied these taglines, with a particular emphasis on expanding the B2C audience.
We created ten key visuals, with two specifically tailored to appeal to each target persona. Additionally, we produced 6 short videos that highlight the excellence of the chauffeur, the quality of the vehicle, and the overall customer experience.
Blacklane lamp post Ads
The Campaign
The Out-of-Home (OOH) campaign made a notable impact in locations like Palm Jumeirah and DIFC, utilizing lamppost banners and Elevision screens that showcased our videos.
Additionally, these assets were effectively integrated into our digital media campaigns, leveraged by the acquisition team, and prominently featured on social media platforms.
The Result
The integrated campaign successfully boosted brand awareness, particularly in the two Out-of-Home (OOH) locations. This heightened visibility led to a 10% increase in demand during the month-long campaign. Additionally, the on-demand service experienced a significant 30% growth, as the campaign effectively targeted local residents. This strategic focus also contributed to a 30% increase in ride frequency.
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