In a world where technology often feels impersonal, my work on Heetch's video production campaign aimed to bridge the gap between utility and emotional connection. This project was not just about promoting a VTC application; it was about showcasing Heetch as a platform that connects people and stories.
The Objective: Building an Emotional Brand Link
Our fundamental campaign was designed with a reach and frequency goal. We wanted to ensure that people not only knew about Heetch but also loved it. The objective was clear: to create an emotional brand link that resonated deeply with our audience. To achieve this, we needed to go beyond conventional promotional content and delve into the human side of our service.
Developing the Scenario for Heetch
Crafting the scenario was a pivotal part of the campaign. It was essential to showcase the user journey for both drivers and passengers, highlighting the real-life stories that unfold through their interactions. The narrative needed to be authentic, engaging, and emotionally compelling.
We started by mapping out the typical journeys of our users. For drivers, Heetch is more than just a job; it's a source of stories, experiences, and connections. For passengers, Heetch is a reliable partner in their daily lives, facilitating not just their commutes but also their personal stories. By focusing on these journeys, we aimed to illustrate how Heetch serves as a bridge between different lives and stories.
Heetch: More Than Just a VTC Application
The core message of the campaign was to position Heetch as a platform that connects people and stories. We wanted to shift the perception from Heetch being merely a VTC application to being a facilitator of meaningful connections.
The video showcased various scenarios: a driver who has formed lasting friendships with regular passengers, a passenger who finds comfort in familiar rides after a long day, and moments of unexpected kindness and human connection during rides. These vignettes were designed to evoke empathy and highlight the unique role Heetch plays in the lives of its users.
Execution and Impact of the Heetch Campaign
The campaign's execution involved a blend of storytelling techniques, from intimate close-ups and candid conversations to broader cityscape shots that contextualized the journeys within the urban environment. The use of a warm, relatable visual style helped to enhance the emotional appeal.
Working on this campaign for Heetch was a deeply rewarding experience. It reinforced my belief in the power of storytelling and emotional connection in brand building. By showcasing Heetch as a platform that connects people and stories, we were able to create a campaign that not only met our marketing objectives but also enriched the brand's identity in the hearts of our users.
This project stands as a testament to the impact of thoughtful, story-driven marketing, and I'm proud to include it in my portfolio.