FRAME
Integrated communication strategy for Trenord S.r.l.
Winner Project of the Workshop at Politecnico di Milano, 2013.
Category: Art Direction, Communication Design, Community Building, UIX
Client: Trenord S.r.l.
Link: http://www.trenord.it
University: Politecnico di Milano
School: Communication Design Master degree
Course: 1 week workshop
Professor: Marisa Galbiati, Marco Ronchi
University: Politecnico di Milano
School: Communication Design Master degree
Course: 1 week workshop
Professor: Marisa Galbiati, Marco Ronchi
Co-owners: Alessio Candido, Enrica Lo Cicero, Alessia Iozzia, Giulia Papalia, Livia Ranzini
Location: Milan, Italy
Year: 2013
Location: Milan, Italy
Year: 2013
"Would you put limits on your passions? Neither would we."
FRAME's claim and logo
The problem
Trenord is a regional company of rail transportation which covers Lombardy pathways.
Through our research we discovered that the travelers have a negative sentiment towards the brand, due to the recurring delay of the trains. The negative perception is so high that Trenord is inextricably associated to the concepts of delay, stress, hurry, discomfort, but also lack of communication with the company and the staff, bad manteinance, misinformation, inefficiency mostly during the rush-hour.
Project concept
It is needed to make the most of the brand's best characteristic, as: capillarity of the railways, numerous exchange points with other public transportations, eco-sustainability, security, a service available 7/7 days a week, cheap prices, comfort.
In the end, we preferred to work with Trenord's strong presence on the territory, with it being the most diffused brand of railways in Lombardy.
The goal
Change of perspective: to make the routine become a moment of relaxation, to turn rush and stress into a pause, discomfort into comfort.
Audience
Tourists and commuters, students or workers.
Tourists and commuters, students or workers.
The goal
Change of perspective: to make the routine become a moment of relaxation, to turn rush and stress into a pause, discomfort into comfort.
The integrated communication strategy and its timing
ONLINE
The App "FRAME"
Available cheap option to connect and share with the major social networks.
Application could be used during EXPO 2015 as a guide for turists.
Available cheap option to connect and share with the major social networks.
Application could be used during EXPO 2015 as a guide for turists.
"Sign in" section
- Availability of the app in different languages (in view of EXPO 2015);
- Ability to customize the user's experience in FRAME.
- Availability of the app in different languages (in view of EXPO 2015);
- Ability to customize the user's experience in FRAME.
"Discover" section
- Users can set their interests thanks to the drop-down menu;
- Ability to comment and rate the photographs of other users;
- Possibility for travelers to have directions for a location captured in photo by clicking the button "travel to";
- Partnership with ATM allows the user a complete overview of the transportations they will need during the trip.
"Upload & Share" section
- To share a place on FRAME is simple: a camera-phone is sufficient;
- You can let others know why the place is interesting, so that you'll spread the word. The application helps in attracting always new users;
- The sharing on other social networks is the soul of this social application. Uploading photographs on existing servers makes it possible to keep costs contained.
- To share a place on FRAME is simple: a camera-phone is sufficient;
- You can let others know why the place is interesting, so that you'll spread the word. The application helps in attracting always new users;
- The sharing on other social networks is the soul of this social application. Uploading photographs on existing servers makes it possible to keep costs contained.
OFFLINE
STEP 0 - Create Hype
Window stickers that intrigue and directly affect the audience choice.
The QR code links to an information page of FRAME.
OFFLINE
STEP 1 - FRAME App Promotion
STEP 1 - FRAME App Promotion
Posters & flyers whose graphic refers to that of the App FRAME help promoting the app itself.
The graphics of these flyers and posters are copies of actual (or verosimiles) posts in the app, so that by seing them, users will feel always somehow part of the network. The "Viaggia" ("travel to") option implies that the observer could be there, right now, if they wanted.
The QR code links to a page for downloading FRAME.
OFFLINE
STEP 2 - Loyalty
Posters in Trenord and ATM stations refer their graphics to the App FRAME.
The amount of possible places to discover makes the experience always different.
The QR code links to a page for the App's download.
STEP 2 - Loyalty
Posters in Trenord and ATM stations refer their graphics to the App FRAME.
The amount of possible places to discover makes the experience always different.
The QR code links to a page for the App's download.
OFFLINE
STEP 3 - Reward
Video screens in major stations visualize the most popular photos.
This offers a sort of award for hardcore users, so that they will feel gratified and at the center of the campaign.
STEP 3 - Reward
Video screens in major stations visualize the most popular photos.
This offers a sort of award for hardcore users, so that they will feel gratified and at the center of the campaign.
OFFLINE
Traditional posters are collocated in all stations during all the crossmedial strategy.
The sizes are offered in different sizes ( sizes depend from the support of the poster itself).
This aspect of the campaign coinveys the message to users not accustomed to technology.
The sizes are offered in different sizes ( sizes depend from the support of the poster itself).
This aspect of the campaign coinveys the message to users not accustomed to technology.
FREETIME (http://www.trenord.it/it/free-time)
“Immagini, che Lombardia!”
Traditional posters, flyers, website for mobile devices.
Trenord makes come true the original strategy proposed by our team: they modified the copy and launched a call to action on Instagram to photograph the wonderful Lombardy region, thereafter erasing the negative view of the company with the suggested ashtag #trenordfreetime
Trenord makes come true the original strategy proposed by our team: they modified the copy and launched a call to action on Instagram to photograph the wonderful Lombardy region, thereafter erasing the negative view of the company with the suggested ashtag #trenordfreetime
