Hullo looked to turn land lubbers into ferry lovers with a speed-dating event on the high seas.
The 70-minute ferry service, operating from Vancouver to Nanaimo, hosted a speed dating event in February to connect with young passengers.
As Xander France, Hullo’s marketing and sales director puts it, “Our speed dating event was a fun and unique way for singles to meet people beyond their usual circles, especially in the lead-up to Valentine’s Day.” The campaign kicked off with playful and engaging social media posts, inviting singles from both cities to “meet a hottie on the high-seas” (see, below).
Grant Cleland, ECD with the brand’s AOR King Ursa, tells strategy that given the bad experiences people have with online dating, the agency figured something in-person would resonate, especially given speed dating conceptually, ties into the idea of high speed ferry service.
The Hullo service has wi-fi, reserved seating and importantly, downtown-to-downtown service, which cuts down on travel time as there is no need to commute to a far-flung dock, Cleland says.
Over 130 applications from singles were considered based on their profiles and potential matches with other applicants. Cleland says that with this kind of event comes across as youthful, and is therefore an effective way to connect with its target.
As the agency explains, the work came with a small expense – approximately $400 on Meta – so the earned media response is what really drove the campaign.
“As far as doing something on the cheap, with almost no paid budget, it was quite successful,” Cleland says.
Cleland says the shop is working on a summer campaign for Hullo and will certainly keep the fun, cheeky, challenger brand tone in its work, in order to highlight the service and drive ticket sales for the ferry, which launched last summer.
In 2021, Vancouver Island Ferry Company leaned on the strategic and design capabilities of Zulu Alpha Kilo, to build and name Hullo, whose handle is based on the underside of a ship.
Zulu was also charged with the ferry service’s visual identity, as shown on its website, paid media, and signage.
