#CreativeDirection #MotionDesign #Producer #Editor #OnlineMarketing
As Global Creative Producer for BlaBlaCar, I worked on successfully introducing paid video content into the marketing collateral for the rapidly expanding startup.
With BlaBlaCar’s rapid expansion into 22 markets worldwide, it was important to launch engaging and effective video creative that complimented and expanded on the static creative which the company had already successfully used on a global scale.
The Driver Cost Savings creative demonstrates how drivers can save money and split the cost of travel by filling the empty seats in their car with passengers.
The video starts with an opening line “Travelling alone expensive?” with a driver frustrated. As the video plays, the car is filled with passengers and the price bubble reduces from four dollar signs to one.
A call to action animates on - Publish a ride and save costs - before the final screen shows the BlaBlaCar mobile app and the call to action is reiterated with the same tagline “Publish a Ride”
Using growth marketing, I worked closely with local marketing, growth and channels teams to conceptualise, produce, launch and optimise the Driver Cost Savings video.
Upon launch in every country, the creative outperformed static content and proved a powerful addition to BlaBlaCar’s marketing collateral.
The creative was scaled to different markets - as we shot new car groups and added different messaging to target different USPs.
Original creative launched for international markets - English version.
Creative Direction, Motion Design, Brand Messaging, Shooter & Editor: Gabriel Virata
An adaptation of the creative launched for Turkey. Here, the messaging was adapted for seasonal messaging - launched during Bayram. The make up of the car was also cast to be market specific and younger to target the student demographic travelling during this period.
Another adaptation of the creative in Germany. The target market of the video was male 30+ drivers, so we cast a different car group to reflect the demographic and market.