Israel Ministry Of Transport (Kavey Layla)

The Objective

Drive awareness of night bus service availability among the Israeli population

Israel is a small country and any destination can be reached by road. Lots of people use their cars to get to entertainment centres in late night hours during the week.

This means an increased risk of drunk driving and the associated hazards as well as heavy traffic, pollution, and road accidents.

To address the issue, the Israeli Ministry of Transport and Road Safety launched a night bus service - Kavey Layla (which is translated from Hebrew as 'Night Lines'). The service is meant to provide a safe and convenient way to travel from residential areas to entertainment centers and back without the need to drive.

The Israeli Ministry of Transport and Road Safety aimed to raise awareness about the service and increase its usage, particularly among young drivers aged 15-30.

TikTok was a perfect match for such a campaign as the desired demographic of young active individuals is widely represented on the platform.

The main objective of TikTok campaign was to create broad awareness about the service and to drive traffic to the Kavey Layla website, which provided information on when and how to use the service.

The Solution

Leveraging TikTok branding solutions for building reach, and TikTok creators for achieving maximum relevancy

The Israeli Ministry of Transport and Road Safety together with the agencies 'Social Lions' and 'C-the branded content agency' (both part of Publicis Groupe Israel) designed a TikTok-first campaign for Kavey Layla.

As the campaign was aimed to not only generate awareness among the TikTok community, but to also drive traffic to Kavey Layla site it was essential to reach the most relevant audiences.

To do that, the campaign relied on TikTok content creators who were similar in age to the target audience. The creatives presented real-life situations that resonated with the target audience. These tiktoks showcased the simplicity, accessibility, and affordability of the service.

For example, the campaign showed Kavey Layla and how it could be a better option than taking the car at night, or being given a lift by parents. Humorous angles in some of the creatives helped to make the campaign more engaging for viewers.

To achieve big-scale awareness throughout the country, TikTok media mix included TopView ads. Also, the campaign featured in - feed ads that were targeted at relevant audiences and prompted them to access the service website.

The Results

Reaching more than 2M of the target audience and popularizing the service

Kavey Layla succeeded in reaching 2M unique users, which is a major chunk of the target audience. Overall there were 44M views of campaign creatives in total.

The 6 second cost per view was 50% lower than the average on TikTok. The campaign drove a significant increase in website visits, with daily active user numbers increasing 10 times during the TikTok campaign.

This campaign was a clear demonstration of how speaking the audience's language can create high relevancy and drive action for all types of social issues.

This was acclaimed by both The Israeli Ministry of Transport and Road Safety as well as their partner agencies."We understood the need to talk to our target audience, in a way that will stand out, so we combined a content creator, an insight that resonates to our target audience and a platform that carried our message perfectly. We believe that it's this specific combination that generated the campaigns success" Dana Levit, VP Creative Content, Social Lions by Publicis Groupe Israel.