Write your own story with BKV 27/03/2019

Main pillars of the strategy Brief summary Biggest issue: Lack of drivers Secondary objective: Incease the share of women within the drivers Benefits of BKV: Stability Safety Community Discounts Campaign goal: 300 & 200 new drivers Limited budget Main pillars of the strategy Target audience Segment the broad target group among 3 age groups Content Tailormade to the target audiences Shows the BKV lifestyle Measurement Make the offline campaigns measurable

Defining the target audience Young blood A 20-29 Average Joe A 30-54 Oldtimer A 55+ Needs Media Inactive Postal services Factory worker Transportation Catering Casual workers Unemployed Competitors Factory worker Transportation Postal services Concierge Unemployed Postal services Transportation Source We will use the same age groups for women but target them with relevant creatives

Communication calendar 2019 2020 1 2 3 4 5 6 7 8 9 10 11 12 Main campaign Maintenance Instagram Facebook Youtube OOH Display Print Search

Engage Young bloods on Instagram Subtle and effective communication New Instagram profile: „BKV driver’s life” – not the general BKV’s profile to make it more human Instagram stories advertisement More relevant to younger audience Short formats with over-arching stories Mainly video formats Create insider stories Year 1 Story of 2 newhires (boy & girl) First day on the training First day on the field . One year veteran Year 2 In-house driver competition with incentives: Share your story!

Building reach on social media Maximise reach and engagement Youtube + Facebook Building reach: 6sec bumper, 10-20 sec Retarget for engagement: 3-5 min Facebook traffic Static ads Create human stories Instagram video content reuse Story of 2 newhires Share your story! Thougths of veteran drivers Years of experience and anecdotes Working for BKV in different decades Dashboard cam timelapse Showcase the most beautiful routes Comparison videos Young vs old, Experienced vs newhire, Boy vs girl, Bus vs tram Entertaining anecdotes „BKV-n hallottam”

Showing the benefits of BKV on OOH Reach everyone cost-effectively Vehicle inside and outside placements BKV owned surfaces Cost effective appearances Any available outside OOH formats Make use of everything we can Use unique landing Measure offline conversion Showing the benefits of BKV with personalised messages 4 different creatives / target groups Young blood Average Joe Old timer Women Personalised message What each target groups find most important based on their needs

Use the strenght of print formats Matching content and advertisment Editorial articles with direct message Use unique landing Measure offline conversion Deliver human stories Veteran driver interviews Years of experience and anecdotes Working for BKV in different decades Recruitment direct message Encourage them to apply for the job

Data driven display campaigns Precise targeting in the right moment Burst campaign Activate display communication during the Autumn period when people are more depressed and likely to switch jobs Different formats and buying methosd Programmatic buying for precise targeting and retarget using search data Textlinks to engage the Old timers Deliver human stories 4 different creatives / target groups Young blood Average Joe Old timer Women Personalised message What each target groups find most important based on their needs Refine creatives using learnings from previous months e.g. most engaging topics

Budget and KPI Main campaign Maintenance Instagram Facebook Youtube 2019 2020 1 2 3 4 5 6 7 8 9 10 11 12 Main campaign Maintenance Instagram Facebook Youtube OOH Display Print Search 60% budget share 300 new-hire 40% budget share 200 new-hire