Stena Line discovered it had a naysayer problem. It identified two audience personas that pooh-pooh the idea of travelling by ferry, certain they won’t enjoy themselves from the moment they set foot on board because of their preconceived ideas.
I developed the video concept to run on social channels, with these two personas represented as ‘Jim’ and ‘Linda’, invited on board to be won over, despite their protestations. A mockumentary filming style showed the juxtaposition between their protestations versus their enjoyment of the journey.
The results
Overall ROI of £37:£1
“An excellent result for an awareness campaign with limited DR budget” - client