eFlow
About eFlow
The work made for eFlow runs to 2 verified projects — mostly Campaign, Marketing and Advertising. Most of it comes from 1 team, including THINKHOUSE. The people who work most often on eFlow projects include Kieran O'Donovan.
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Accounts & Accountability
THINKHOUSE and eFlow, the operator of the barrier-free tolling system on Dublin’s M50 motorway and a provider of electronic tags for use on all toll roads in the Republic of Ireland, have launched ‘Accounts & Accountability,’ eFlow's biggest marketing campaign to date. The campaign (which includes VOD, Audio, Social & Out of Home) promotes eFlow’s video account - a convenient, simple and quick way to manage toll payments on the M50. ‘Accounts & Accountability’ is part of the brand’s ‘Directors Cut’ platform - a series of entertaining marketing campaigns developed by THINKHOUSE to bring hard-working functional messaging to life in a playful way; with mock, Hollywood-worthy, movie trailers. Inspired by popular content-viewing themes, this campaign’s over-the-top period drama style was chosen to appeal as widely as possible. With a 30” and 15” edit for VOD and broadcast, bespoke audio and DOOH / OOH, ‘Accounts & Accountability’ has been created by THINKHOUSE. It has been directed and produced by THINKHOUSE’s in-house Film & content studio. THINKHOUSE produced this campaign using our bespoke Green Production process, powered by a fully Ad Green trained team from creative to crew who are focused on producing carbon-conscious comms. THE BACKGROUND In 2019, THINKHOUSE was selected by eFlow as its creative and strategic agency partner. THINKHOUSE developed a disruptive creative strategy focused on memorability which led to the creation of the platform ‘The Director’s Cut.’ This concept takes inspiration from the world of cinema and on-demand content to playfully reimagine multi-genre movie posters to help educate drivers on how to pay their eFlow tolls. On launch, messaging was brought to life across 3 themed ‘posters’, each seeding a snappy, memorable hook to help drivers choose the right eFlow digital solution for them (from the M50 Quick Pay app, the M50 Video account and how to avoid unnecessary penalties.) The platform launched using a savvy mix of transport and digital-first formats including DOOH / OOH, digital & social, and location-based printed content. eFlow media is bought by Zenith (part of Core.) THE SEQUEL In Year 2 this fun movie-themed creative platform warranted its own sequel, and content viewing themes & insights THINKHOUSE evolved the idea beyond posters, to create an actual movie (and audio) trailer for one of our fictitious films. In 2021 & 2022 ‘The Forgotten Journey’ hit big and small screens nationwide. The content was themed as a scandi-noir thriller, and featured the story of a young woman who goes on a journey of self-discovery, - but forgets to pay her M50 toll. THINKHOUSE combined this trailer with a refreshed set of movie posters and two radio ads (done in the style of movie trailers.) This was all supported by VOD, Cinema and Social plus DOOH / OOH and location-based printed content.
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