Lextran - We Met on the Bus Video

Target Audience: The target market for our "We Met on the Bus" video was fairly broad. We were focused on men and women, ages 35-54 in Lexington, KY. Since this video was about a couple and how Lextran was a part of their story, it was a feel good piece. We wanted it to reach as many people as possible, although we believed it would resonate most with the target mentioned above.

Strategy Objective:While brainstorming content ideas for Valentine's Day, we came up with the idea of sharing the story of a Lextran employee and his wife. He and his wife met while he was a bus operator, and she was a passenger on his route. We decided this would be an excellent way to tie the themes of love and companionship associated with Valentine's Day to our service and our employees. This video would also be another piece of the puzzle to support our overarching campaign to humanize the Lextran brand through video storytelling.

Situation Challenge: There has traditionally been a disconnect between Lextran's identity as a service and the people/community we serve. Often times an individual customer or community member identifies Lextran based on one negative interaction they once had (i.e. the bus was late, the bus was blocking traffic at rush hour). In an effort to connect the people and community members who use our service to the employees who actually make it happen, we have been humanizing our brand. Part of this effort includes video story telling. We highlight interesting stories from our employees to help the public associate the service with the people behind the scenes. Making this connection generally makes the public more empathetic and increases employee morale.

Results Impact: The video was viewed 274 times on Youtube. On Facebook, the video reach 1,721 poeple and garnered over 300 engagements. This type of online traction is typically more than we experience on other types of content. Our other videos highlighting employees and their stories are similar in that they get much more attention. This type of content is important in bridging the gap and creating empathetic touch points between our community and our employees. The attention this video received helped support the over public awareness of our humanization campaign.

Why Submit: This entry was submitted and should win an AdWheel Award because it is a great example of using video to tell your story. These stories exist at all agencies. It is up to the marketing team (in whatever form that takes) to seek them out and relay them to the general public. It is also a great example of proficient video production and editing. This video brings together multiple pieces of media to produce a product that cost relatively no money. The production, editing and distribution of the video proved well worth our marketing departments time as we heard anecdotally from passengers that they loved the video and the story it told. Internally there were many employees who saw the video as well and commented on the production quality and the story it told.