31. July 2023
More Life in Real Life: Flix to launch unique international brand campaign in collaboration with McCann
+++ The campaign “More life in real life” marks a significant shift in Flix’s brand positioning, placing customers and their experiences at the centre, tapping into more emotional aspects of travelling.
+++ The campaign has been produced in collaboration with McCann Germany, and involved real people on real Flix journeys.
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Munich, July 31st, 2023 – Flix, a leading global provider of sustainable and affordable travel options, is unveiling an international brand campaign “More Life in Real Life,” in collaboration with McCann Germany. This campaign marks a significant shift in Flix’s brand positioning, placing customers and their experiences at the centre. Based on a global concept, the first three localized campaigns will air in Germany, Italy and Portugal from the end of July across TV, online TV, Social, display and (D)OOH.
Departing from previous product-centric communication, the new Flix campaign aims to increase brand awareness and consideration by tapping into the more emotional aspects of traveling.
We have been working on the positioning for our brands aiming to put the customer at the center, and we are starting with this campaign. Every journey has its unique story. And Flix enables our customers to have these authentic, real-life experiences. We connect our customers with their family and friends and enable them to discover destinations across the globe. – says Max Zeumer, Flix COO.
Creative Concept and production
The creative concept and claim “More Life in Real Life” not only guided the creative outcome but also the approach to production. The campaign has been produced with no script and involved real people on real Flix journeys. This new and fresh approach has been brought to life in collaboration with McCann.
It takes an extraordinary client and relationship to go through with a planned unplanned production like this and generate content that couldn’t have been thought up beforehand – say Jennifer Signon and Barne Heimbucher of McCann’s Creative team. – It was the idea that drove the project as we could really only show the results of the campaign after the production.
To stay true to the creative concept, Flix and McCann decided in favor of authenticity and against storyboards or detailed shot lists. Instead, they created a unique production set-up under the creative direction of McCann’s Jennifer Signon and Barne Heimbucher to capture during twelve days of production actual real-life content, moments that genuinely happen when traveling by FlixBus and FlixTrain.
This high level of trust placed in us by our client Flix makes for a collaboration that is as fruitful as it is efficient, and both sides are very proud of the results – summarizes Jan-Philipp Jahn, CEO of McCann and CRAFT Germany.
Links to the campaign on YouTube (in German):
About Flix
Flix intends to transform the public transport sector by offering sustainable and affordable long-distance bus- and train travel solutions in more than 40 countries across four continents. With its asset-light business model and innovative technology platform, Flix has swiftly established a market-leading position for long-distance bus travel in Europe, North America and Türkiye and is rapidly expanding further into South America and India through its brands FlixBus, FlixTrain, Kamil Koç, and Greyhound.
Driven by increased awareness for sustainable travel, Flix aims to become carbon neutral in Europe by 2040 and globally by 2050. To assess its progress within a scientifically recognized framework, Flix established near-term targets for emissions reduction with the Science Based Targets initiative.
While Flix manages the commercial side of the business such as network planning, pricing, operations control, marketing and sales, quality management and continuous product development with a data-driven approach, trusted Flix partners conduct the daily operations. The innovative combination of Flix’s technology and sales platform with traditional passenger travel has turned a European start-up into a leading and globally expanding travel tech company.
For more information, please visit corporate.flix.com