eFlow - Director's Cut The Sequel

In 2019, THINKHOUSE was selected by eFlow as its new creative and strategic agency partner for the brand. eFlow is 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.

From our research and insights work, we identified that the comms need at hand was twofold: staying top of mind while also underscoring the benefits of using the suite of digital/app eFlow platforms to manage toll payments. We devised a creative strategy to drive memorability through standout comms - and launched our creative platform ‘The Director’s Cut’ in 2020. This platform allowed eFlow to playfully reimagine multi-genre movie posters as a way to educate drivers on how to pay their tolls with the M50 Quick Pay app, the M50 Video account and how to avoid unnecessary penalties.

Fast forward to 2021 - 2022, when THINKHOUSE worked with the eFlow brand team to further develop The Director’s Cut. This fun movie-themed creative platform warranted its own sequel, evolving beyond posters to create an actual movie trailer for one of our fictitious films.

‘The Forgotten Journey’ is a thriller about a young woman who goes on a journey of self-discovery, but forgets to pay her M50 toll. As our bombastic movie trailer narrator says: “She just wanted to get a little lost. She never knew she’d fined herself.”The ad was made to inform drivers that they must pay their toll by 8pm the next day to avoid needless penalties and can do so by visiting the website

We combined this trailer with a new movie poster for Timesaver 2 - a sequel to last year’s Timesaver, and two radio ads also created in the style of movie trailers.

This platform has proved to be one of the most successful creative activations that the brand has ever launched - with triple digital growth on digital channel engagement, app downloads and social profiles.

Feedback from the Marketing Communications team at eFlow has been outstanding, saying ‘We are delighted to partner with THINKHOUSE on this new exciting creative platform….Together, I think we’ve delivered a campaign that is not only fresh, but also cleverly outlines the benefits of using eFlow’s variety of services.’

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