1. Write your own story with BKV
27/03/2019

2. 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

3. 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

4. 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

5. 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!

6. Building reach on social media
Maximise reach and engagement
Youtube + Facebook
Building reach:
6sec bumper, 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”

7. 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

8. 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

9. 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

10. 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