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.
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):
Flix is pioneering the transport sector by offering climate-friendly alternatives for convenient and affordable travel via the FlixBus and FlixTrain brands. Thanks to a unique business model and innovative technology, Flix has quickly established Europe’s largest long-distance bus network and swiftly moved on to a global expansion including the United States, Canada and Brazil. As a trailblazer for sustainable traffic Flix operated the first green long-distance trains in 2018, initiated a pilot project for all-electric long-distance buses in 2018 and launched EU’s first biogas-powered long-distance buses in 2021.
While Flix handles technology development, network planning, operations control, marketing and sales, quality management and continuous product expansion, trusted Flix-partners maintain the daily route operations. The unique combination of technology start-up, e-commerce platform and classic transport company has positioned Flix as a leader against major international corporations, permanently changing the global mobility landscape. For more information, visit corporate.flixbus.com.