To overview
The holidays are a time of warmth, magic and...chaos. Think of crowded stations, packed trains, and the search for the best route to arrive on time for your Christmas celebration. To bring smiles to faces and inspire travelers during this hectic period, LiveWall has developed a special Christmas campaign for 9292, the travel planner of the Netherlands. Discover how a mix of humor, relatability, and Christmas magic puts the versatility of 9292 in the spotlight!
Challenge
How do you introduce people to public transportation in a surprising way during the holidays? That was the central challenge. The holidays always bring a lot of travel inspiration, but also stress. 9292 wanted to use a humorous and relatable Christmas campaign to show that public transportation is a carefree and versatile option, even during the busiest time of the year. The focus was on thanking their travelers and creating a positive buzz around the holidays.
Concept
The winning idea? 'Santa and his public transport struggles'. In this campaign, the viewer sees Santa navigating public transportation, from buses and trains to a shared scooter. His iconic sleigh also makes a nostalgic appearance, adding a touch of magic to the whole thing. With a mix of humor, wintry scenes, and relatable situations, the commercial shows how versatile and reliable 9292 is as a travel partner. The concept revolves around connection, warmth, and relatability, while Santa lightly portrays the versatility of public transport.
Behind-the-scenes
The filming took place at night in various locations such as Dordrecht and Papendrecht, with the nighttime setting beautifully captured. Until the early morning hours, unique scenes were captured with a hefty dose of team spirit, from Santa transporting gifts on a train to a hilarious ride on a shared scooter.
Impactful collaboration
The production is a collaboration between 9292, LiveWall, and Fabel Film. By combining our expertise in storytelling and digital productions with the creative eye of Fabel Film, a campaign emerged that appeals to both young and old. Our joint focus on relatable and accessible content ensured that 9292's message came across seamlessly: public transportation is a reliable partner, even during the bustle of the holidays. Channels In addition to the main commercial, which will be shown on platforms like YouTube, Videoland, HBO Max, and Disney+ starting in December, we've developed a series of short videos for TikTok and Instagram Reels. This content is aimed at younger travelers (ages 16-30) and introduces them to 9292 in a playful way. With humor and relatability, these videos ensure that 9292 makes a lasting impression on a new audience.
Result
Ultimately, a campaign has been created that manages to bring smiles to faces and not only brings humor and warmth, but also emphasizes the versatility of 9292 as a travel partner. With a touch of magic, wintry scenes, and a relatable wink, the campaign puts the unique role of 9292 as a reliable travel partner in the spotlight.
For us at LiveWall, this project is a beautiful example of how technology, creativity, and storytelling come together to make an impact.
