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THINKHOUSE and eFlow launch ‘Accounts & Accountability’ campaign
“It is a truth universally known that in fine society, those who have an account, get a discount….”
THINKHOUSE and eFlow, the operator of the barrier-free tolling system on Dublin’s M50 motorway and a provider of electronic tags for use on all toll roads in the Republic of Ireland, have launched ‘Accounts & Accountability,’ eFlow's biggest marketing campaign to date. The campaign (which includes VOD, Audio, Social & Out of Home) promotes eFlow’s video account - a convenient, simple and quick way to manage toll payments on the M50.
‘Accounts & Accountability’ is part of the brand’s ‘Directors Cut’ platform - a series of entertaining marketing campaigns developed by THINKHOUSE to bring hard-working functional messaging to life in a playful way; with mock, Hollywood-worthy, movie trailers.
Inspired by popular content-viewing themes, this campaign’s over-the-top period drama style was chosen to appeal as widely as possible. With a 30” and 15” edit for VOD and broadcast, bespoke audio and DOOH / OOH, ‘Accounts & Accountability’ has been created by THINKHOUSE. It has been directed and produced by THINKHOUSE’s in-house Film & content studio. THINKHOUSE produced this campaign using our bespoke Green Production process, powered by a fully Ad Green trained team from creative to crew who are focused on producing carbon-conscious comms.
THE BACKGROUND
In 2019, THINKHOUSE was selected by eFlow as its creative and strategic agency partner.
THINKHOUSE developed a disruptive creative strategy focused on memorability which led to the creation of the platform ‘The Director’s Cut.’ This concept takes inspiration from the world of cinema and on-demand content to playfully reimagine multi-genre movie posters to help educate drivers on how to pay their eFlow tolls. On launch, messaging was brought to life across 3 themed ‘posters’, each seeding a snappy, memorable hook to help drivers choose the right eFlow digital solution for them (from the M50 Quick Pay app, the M50 Video account and how to avoid unnecessary penalties.)
The platform launched using a savvy mix of transport and digital-first formats including DOOH / OOH, digital & social, and location-based printed content. eFlow media is bought by Zenith (part of Core.)
THE SEQUEL
In Year 2 this fun movie-themed creative platform warranted its own sequel, and content viewing themes & insights THINKHOUSE evolved the idea beyond posters, to create an actual movie (and audio) trailer for one of our fictitious films.
In 2021 & 2022 ‘The Forgotten Journey’ hit big and small screens nationwide. The content was themed as a scandi-noir thriller, and featured the story of a young woman who goes on a journey of self-discovery, - but forgets to pay her M50 toll. THINKHOUSE combined this trailer with a refreshed set of movie posters and two radio ads (done in the style of movie trailers.) This was all supported by VOD, Cinema and Social plus DOOH / OOH and location-based printed content.
Rory Deegan; Marketing & Customer Experience Director, eFlow said; “This platform has proved to be one of the most successful creative activations that the brand has ever created - delivering triple digit growth on digital channel engagement, video account subscriptions and app downloads. This is the 3rd wave of campaigns under the ‘Director’s Cut platform and I think ‘Accounts & Accountability’ perfectly captures eFlow’s very simple message - how to save money on your tolls - in an engaging, fun and memorable way..”
Dave Byrne said; “We’ve re-imagined ‘The Directors Cut’ in different ways but we have never strayed from our core creative approach - to reposition how tolling is talked about (in a memorable and distinctive way). The concept continues to work in each and every new wave of comms because we’ve created a platform rooted in culture - using playful visuals, stylised genre cues and killer copy at its heart.”
See also
eFlow - Director's Cut The Sequel
In 2019, THINKHOUSE was selected by eFlow as its new creative and strategic agency partner for the brand. eFlow is the operator of the barrier-free...
eFlow - The Director's Cut
Following a competitive pitch process, THINKHOUSE has been selected by Emovis Operations Ireland as its new creative agency partner for the eFlow brand. The first...