CLIENT: Nomago InterCity Case
CASE STUDY: Nomago New Product Launch Digital Campaign
YEAR: 2024
Driving Nomago InterCity to Success: A Case Study
‘When you know where you want to go’: How We Launched Nomago InterCity and Connected Travelers
Introducing a new player to the competitive bus travel market is always a challenge. When Nomago InterCity partnered with us to launch their innovative online bus ticket booking platform, we knew we were up for an exciting ride. Faced with established giants like FlixBus and GetByBus, and the task of building brand recognition from scratch, we were eager to develop a strategy that would not only successfully launch Nomago InterCity but also deliver measurable results.
The Challenge:
Nomago InterCity’s brief was clear: establish their platform as a go-to option for a diverse audience, compete with established players like FlixBus and GetByBus, increase brand awareness, and ultimately, drive sales.
Our Approach:
Over four months (March to June), we engineered a comprehensive digital campaign designed to resonate with key audience segments. Our focus? Budget-conscious students and seniors, alongside daily commuters and tourists – all seeking seamless, practical travel solutions. The cross-platform media plan utilized Meta and Google platforms to generate a high volume of video views and effectively reach the target audience.
Digital Campaign Structure:
We implemented a three-tiered digital campaign, tailored to build brand awareness (introduce a new platform to a broad audience) and generate traffic to the landing page (generate leads).
Creative Concept:
The creative strategy we developed was deeply rooted in the very first interaction a customer has with the Nomago InterCity platform: entering their destination. This simple act sparked the powerful slogan, ‘Kad Znaš Gdje Ideš’ (When You Know Where You Are Going). We wanted to convey a simple, yet profound message: knowing your destination is all you need. Nomago InterCity would handle everything else, ensuring a smooth and stress-free journey.
Key Messages: ‘Best bus platform for every traveler,’ ‘Fast and efficient online purchase,’ ‘Connecting different lines for complete travel,’ and ‘All tickets in one place.’
To bring this concept to life, we created a series of short-form videos under the ‘Kad Znaš Gdje Ideš’ banner. Rather than just showcasing the booking process, we delved into the ‘why’ behind the travel. Each video highlighted an emotional reason that drove people to embark on a journey, even the most bizarre ones. We emphasized the human element of travel, the small gestures and deep connections that make journeys meaningful.
Though Nomago InterCity is simply a platform for booking a bus ticket, we made it about those important moments and emotional connections that make a journey. Nevertheless, we also reinforced the message of convenience with ‘Sve karte na jednom mjestu’ (All tickets in one place), ‘Fast and efficient online purchase,’ and ‘Connecting different lines for complete travel.’
Results: A Two-Phase Success Story
To effectively launch Nomago InterCity, we structured our campaign into two distinct phases, each with its own goals and metrics.
Phase 1: Building Brand Awareness
Our primary objective in Phase 1 was to introduce Nomago InterCity to as many people as possible. We focused on making a strong first impression and building initial brand recognition.
Massive Reach on Social Media: We reached over 572,000 unique individuals on Facebook and Instagram, with our ads being shown nearly 4.5 million times! Think of it as introducing Nomago InterCity to a crowd the size of a major city.
Engaging Video Content: Our video ads were particularly effective, capturing the attention of over 376,000 people and racking up more than 2 million views. One video, featuring a heartwarming story of a grandmother, had nearly 44,000 views and a high completion rate, showing it really resonated with viewers.
Cost-Effective Visibility: On Google’s display network and YouTube, we achieved over 10 million impressions and reached more than 557,000 users, all while keeping our cost per reach very low.
Phase 2: Driving Traffic and Engagement
In Phase 2, we shifted our focus to driving traffic to the Nomago InterCity platform and encouraging user interaction.
Continued Social Media Engagement: We maintained a strong presence on Facebook and Instagram, reaching nearly 480,000 unique users and generating over 222,000 engagements.
Targeted Google Ads: Our Google Ads campaigns were highly efficient, reaching over 288,000 users at a very low cost per click. Notably, 10% of those who saw our ads visited the Nomago InterCity site.
Reaching the Right Audience: We found that 50% of website visitors from our Google Ads campaign were between 18-44 years old, and 75% of clicks came from women, helping us understand our core audience better.
Strong Display Ad Performance: Our Google Display campaign generated 1.5 million impressions and over 30,000 clicks, showing high interest in our visual ads.
App Installs on the Rise: Our Google Application Campaign for Android resulted in 567 app installs, demonstrating that we were successfully driving users to download and engage with the Nomago InterCity app.
Conclusion:
Launching Nomago InterCity was a challenging but rewarding project. By focusing on emotional connection, targeted messaging, and a comprehensive digital strategy, we were able to effectively introduce the platform to a competitive market and drive tangible results. The two-phase campaign successfully increased brand awareness and drove significant traffic, demonstrating the effectiveness of our approach. We’re proud to have helped Nomago InterCity connect travelers and make their journeys easier.