{"id":5127,"date":"2018-09-15T16:18:00","date_gmt":"2018-09-15T14:18:00","guid":{"rendered":"http:\/\/brojka2026.local\/?p=5127"},"modified":"2022-01-19T13:20:45","modified_gmt":"2022-01-19T12:20:45","slug":"how-we-created-the-oryx-character","status":"publish","type":"post","link":"https:\/\/brojka.hr\/en\/how-we-created-the-oryx-character\/","title":{"rendered":"HOW WE CREATED THE CHARACTER OF ORYX, THE SUPER COMPANION?"},"content":{"rendered":"\n

Case study for marketing campaign and character design<\/p>\n\n\n\n

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For ORYX Assistance, a leading roadside assistance provider, we created a marketing campaign and animated video designed to reinforce brand recognition<\/em>. Read about how a likable antelope carried a successful project on her shoulders.<\/p>\n\n\n\n

The ORYX Group, <\/strong>a member of the Zubak Group<\/strong><\/a>, offers first-class road transport services. ORYX Rent a car, ORYX Technical Inspection Station, ORYX Insurance Representation, ORYX Safe Driving Center, and ORYX Assistance <\/strong>operate under the umbrella name ORYX.<\/p>\n\n\n\n

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All members are linked by a distinctive brand identity based on the image of the “orik” (Latin oryx), a type of fast-moving, straight-horned antelope that lives in Africa and at Middle East. It has a heightened sense of smell and can reach a speed of 60 km\/h when running. The oryx antelope is particularly adapted to living in extremely dry environments, so it can easily raise its body temperature to avoid sweating and water loss. Speed, adaptability and refined senses are key to performing well on the road, and the oryx’s character embodies and combines them brilliantly.<\/p>\n\n\n\n

Challenge: An invisible market leader<\/span><\/strong><\/h2>\n\n\n\n

ORYX Assistance is the market leader for technical breakdown services in Croatia and Europe. Although ORYX Assistance’s market share is almost double that of its main competitor, its market presence is much smaller.<\/p>\n\n\n\n

Selling assistance services bundled with banking or insurance services brought strong business growth to ORYX Assistance, but the brand itself was not sufficiently visible and recognizable. Also, due to the seriousness of the service itself, which is called upon in the event of car accidents and casualties, ORYX Assistance’s communication was reduced to serious corporate content that often failed to attract the attention of the target group.<\/p>\n\n\n\n

Our task was to make ORYX Assistance known again to the target group.<\/p>\n\n\n\n

Your Super companion!<\/span><\/strong><\/h2>\n\n\n\n

The ORYX Group’s umbrella slogan (was) “Feel free to have fun”. Its casual tone suited the other members of the group, but it did not fit the slightly more serious context of ORYX Assistance. Therefore, in terms of communication, we went for a more appropriate slogan that embodied the functional benefits of the service – “Fastest Roadside Assistance”.<\/p>\n\n\n\n

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As we thought about the service itself and the identity of the brand, we began to think of ORYX Assistance, including the antelope from the logo, as a companion to help us when a road accident happens. The extremely fast arrival time at the scene of the accident and the high level of professionalism inspired us to give the character the characteristics of a superhero, combining all the expertise and agility of the ORYX Assistance staff, from the call center employee, to the car mechanic on site.<\/p>\n\n\n\n

And so the idea of Oryx <\/strong>the superhero was born, an animated character that combines professionalism and efficiency with humor and self-confidence. But what should a character look like that represents a serious company and service and at the same time entertains and fascinates the audience?<\/p>\n\n\n\n

Character in the making<\/span><\/h2>\n\n\n\n

We decided to put the speedy antelope in the role of an employee of ORYX Assistance – enthusiastic, warm and energetic. We realized that turning all the qualities of ORYX Assistance into an animated character would be no easy task. So, we rounded up three illustrators and gave them the freedom to create their own vision of the character.<\/p>\n\n\n\n

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    One character had mild facial features, extremely long horns and an almost childlike appearance. The other was a bit more stylized and a bit severe. The third suggestion was exactly the Oryx we were looking for, lively and cheerful, with an honest look and a broad smile.<\/p>\n\n\n\n

    But the first sketch was far from final. Our Oryx was going to be the star of TV ‘s commercials and appear on social media and billboards. So we put a lot of effort into working out the details of his character and the way he moves. We wanted our Oryx to be excellently groomed, so we came up with different stylings for Oryx; he had to look good in a shirt in the call center as well as in work clothes. The character had to be fully designed before the animation could be created.<\/p>\n\n\n\n

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      What does Oryx sound like? His confident and somewhat teasing tone was perfectly portrayed by Croatian actor Rene Bitorajac. Oryx is a “guy next door” character, whose word carries weight and keeps all promises.<\/p>\n\n\n\n

      Integrated marketing campaign – Oryx and Owl at the World Cup<\/span><\/strong><\/h2>\n\n\n\n

      The campaign, which was to introduce the audience to the character of Oryx and ORYX Assistance, is planned for June and July 2018, during the World Cup in Russia. The fact that our football team Vatreni played better than ever, helped us a lot!<\/p>\n\n\n\n

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      The campaign began with a series of posters that appeared in the busiest places in the city, as well as posts on social networks, where viewers could see the animated character Oryx for the first time. Oryx had the greatest visibility in a TV commercial that was shown daily during halftime of World Cup games.<\/p>\n\n\n\n

      But how can you talk about a reputable breakdown service while everyone is excited and happy? How can you talk about accidents and the importance of a roadside assistance contract while people are celebrating?<\/p>\n\n\n\n

      We decided to talk about the misfortunes that can befall us on the road through the cartoon character of an irresponsible drunk driving owl. Of course, Oryx is there to help the little owl, so by the end of the commercial, she’s already on the road to recovery.<\/p>\n\n\n\n

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