Advertiser: BlaBlaCar
Agency: Change / in-house
Creative Director: Estelle Blemand-Zaire, Patrick Samot
Strategic Planning Department: Thibaut Ferrali
Designer Editor: Didier Aerts
Producer: Xavier Fabre
Announcer Manager: Amélie Séguret, Estelle Blemand-Zaire, Charlène Charles
Agency Leaders: Patrick Mercier, Laure Poquet, Roxane Matthews
Production House: Firm / SoLab
Director: Romain Chassaing (SoLab)
Music: Lisztomania, Phoenix
Circulation countries: France, Spain, Germany, and Russia
Published: July 2018
Synopsis:
On the eve of the summer holidays, and only a few months after the change of its visual identity and the launch of its new search algorithm reinforcing the granularity of its service, BlaBlaCar launches a new 360° international advertising campaign created by Change.
After promoting educational communications on the operation of carpooling and its functional advantages, BlaBlaCar is now moving towards a new brand positioning.
The campaign launches in four countries – France, Spain, Germany, and Russia – and draws attention to the benefits brought about by carpooling. As the numbers prove, carpooling helps to bring people together. 80% of carpoolers use BlaBlaCar to spend time with their loved ones, and 60% of them say they even see their family and friends more thanks to BlaBlaCar.
The signing of the “Wherever There Is A Road” campaign highlights the human connections that come from the breadth of the BlaBlaCar network. With a community of more than 14 million members in France and 65 million worldwide, BlaBlaCar makes it possible to get closer to all the places and people we love, wherever they are; wherever there is a road, there is a BlaBlaCar.
This campaign also promotes awareness of the new search algorithm, which was integrated into the BlaBlaCar platform at the beginning of the year. Finer, more precise and smarter, it allows passengers to indicate exact addresses of departure and arrival. Passengers can view all the drivers passing by and send them a booking request. As for drivers, they are offered possible meeting points along the way, which greatly increases the number of trips that can be shared.
“This film celebrates the freedom of movement and the human interactions allowed by carpooling. This is why we have chosen to highlight in this TV spot the moments of arrival, reunion and joy enabled by carpooling. We are pleased to have been able to create this four-handed campaign between our in-house creative team and Change. Carpooling brings us closer, humanly and geographically, and that is what emanates from this campaign,” says Amélie Séguret, Marketing Director of BlaBlaCar.
Patrick Mercier, CEO of Change, adds: “We are proud of this collaboration. First of all because BlaBlaCar is an iconic brand of the new company, and because this brand is one of the best-rated brands in our ‘Benevolence Index’ which looks at the brands that most enhance their consumers lives. This shows that when you are on the side of people, everything becomes simpler. Finally, and perhaps most importantly, we have totally designed this campaign with the BlaBlaCar teams – a sign
of the evolution of our business.”