Running a Christmas campaign with something that can't really be given as a gift? With the MOL Limo campaign, we got quite a hard (pine) nut to crack: during a time of advertising craze, we tried to persuade people in Budapest to get to know, try and trust MOL Limo. By running awareness-focused ads on programmatic networks, social media presences, creatives on 24.hu and by using influencers in the campaign, we managed to exceed our goals.
Since the 2010s, transport worldwide has been undergoing a revolutionary change. Uber has arrived, community bikes and scooters have hit the streets, self-driving cars are now taking people to work, and the first air taxis have been launched in America. In this changing environment, MOL Limo is trying to provide a friendly and safe alternative for Budapest commuters. And with great success.
The aim of the campaign
It is not enough to have a good idea, of course, the concept must be put into practice in a digestible and likeable manner. For this, you need two things: an effective campaign and the right timing. The first was provided by the neo team, the second by Santa Claus.
It is not enough to have a good idea, of course, the concept must be put into practice in a digestible and likeable manner. For this, you need two things: an effective campaign and the right timing. The first was provided by the neo team, the second by Santa Claus.
The campaign, which was launched during the Christmas 2020 period, had to meet several objectives. We had to show that MOL Limo is a safe transport alternative during the festive season. We had to boost the image of MOL Limo. We also had to convince people in Budapest with a driving licence to try the service. So the goals were there, all we needed was an exciting concept.
The concept
The mixture of multiple objectives (safe transport, boosting brand image, encouraging trials) and the Christmas festive period meant that it was not easy to create a clear and readily understandable message. The campaign was targeted at people in Budapest with a driving licence. Due to the huge size of the target market, the most important cornerstone in creating the media mix was to ensure the widest possible reach and high visibility in the festive media noise. The elaborate targeting of the ads (based on demographics, interests, themes and keywords) and the contents of the selected influencers had really only one task: to deliver the main message of the concept to as many people as possible and, as a result, to get them to try the Limo service.
The mixture of multiple objectives (safe transport, boosting brand image, encouraging trials) and the Christmas festive period meant that it was not easy to create a clear and readily understandable message. The campaign was targeted at people in Budapest with a driving licence. Due to the huge size of the target market, the most important cornerstone in creating the media mix was to ensure the widest possible reach and high visibility in the festive media noise. The elaborate targeting of the ads (based on demographics, interests, themes and keywords) and the contents of the selected influencers had really only one task: to deliver the main message of the concept to as many people as possible and, as a result, to get them to try the Limo service.
Implementation
The campaign started with awareness-focused ads running on programmatic networks. At the same time, we activated our social media presence (Facebook and Instagram) and launched several large-scale, eye-catching creatives on 24.hu, one of the most visited news portals in the country. The influencers involved in the campaign (Máté Hajagos, Kevin Piskolty, Rebeka Kárpáti, Nóra Takács) showed various Christmas situations in their contents, in which the Limo could be presented as one of the safest transport options. In addition, potential users were encouraged to try the service with a coupon code tailored to the influencer.
The campaign started with awareness-focused ads running on programmatic networks. At the same time, we activated our social media presence (Facebook and Instagram) and launched several large-scale, eye-catching creatives on 24.hu, one of the most visited news portals in the country. The influencers involved in the campaign (Máté Hajagos, Kevin Piskolty, Rebeka Kárpáti, Nóra Takács) showed various Christmas situations in their contents, in which the Limo could be presented as one of the safest transport options. In addition, potential users were encouraged to try the service with a coupon code tailored to the influencer.
Results
We achieved 120% of ad impressions and 114% of clicks during the campaign. Influencer content generated over 300,000 hits and a 5% engagement rate. Among them, Kevin Piskolty's content stood out, with an average engagement rate of 11.96%.
We achieved 120% of ad impressions and 114% of clicks during the campaign. Influencer content generated over 300,000 hits and a 5% engagement rate. Among them, Kevin Piskolty's content stood out, with an average engagement rate of 11.96%.
In the light of these results, we can say that in 2020, MOL Limo's campaign lightning fast success blazed across the sky on Christmas nights. Some say that Santa Claus has been delivering presents in Limos ever since.
