In times of online meetings being seen as more effective, how do you inspire business travellers to hold important meetings on-site? We turned interfaces of video conferencing platforms into calls for help, showing the zoom fatigue and participants’ frustration. The message: “Meetings in person are still an option” gave businesspeople a way out, and taking an eco-friendly train would help get them there.

We see the interfaces of famous video conferencing platforms. The participants’ initials have been turned into calls for help. While we read the text on-screen, we can hear the participants struggling with the challenges that come with online meetings.

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

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