We all appreciate films that capture truths from daily life and convey them through effective storytelling, great casting, good sound design, and beautiful cinematography, resonating with us, evoking laughter, or provoking thought. In doing so, they bring brands closer to their target audience. This film accomplishes precisely that.

COVID has strongly impacted the market for business travel in Germany, bringing it almost to a standstill in 2020/21 with an 80% decrease. While the number is increasing, the habits of business travellers have changed. Meetings are now scheduled as online calls and have their challenges: some participants may not be fully engaged due to remote work experience.

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.

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.

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.