In an era of home office and online meetings, how do you inspire business travelers to hold important meetings on-site again, and use the train to do so? We chose to tackle the zoom fatigue and frustration people experience when taking part in video conferences.

Like when your whole day is packed with online meetings. And technology is refusing to collaborate.

To bring the idea to life, we used the interfaces of famous video conferencing platforms, and turned the initials of participants into calls for help. Our idea reminded people that they can still meet in person and take an eco-friendly train to get there.

We see the interfaces of famous video conferencing platforms. The initials of participants have been turned into calls for help.

While we read the words, we hear the participants struggling with the negative sites of online meetings. And remind them that meetings in person are still an option.

Our message convinced the target audience, the social campaign outperforming all previous benchmarks. In the specific target group of business travelers, the campaign achieved a total of 6.5 million ad views, the VTR being +17% above benchmark values. The engagement rate was 5.3%, which is 52% better than average. The click-through rate was 2.3%, which is 155% better than previous campaigns. All of this resulted in the lowest cost per click ever for business travelers, making them very efficient.

We also saw a spike of interest in website visits and positive sentiment. The campaign assets were much shared within the target group sparking a conversation about zoom fatigue and the benefits of meeting in person.