Brand Strategy / Launch Strategy and Campaign / Creative Campaign / TVC / Out of Home

The Idea →

You're Bussing It

The aim was to change perceptions of bus travel to make bus an attractive choice and, as a result, increase patronage figures across operators.

But, if we wanted to change behaviour, we need to also change how bus travel is portrayed in our advertising. The category is overrun with poppy, loud communications - so if we really wanted to stand out - we needed to be brutally simple in our execution. 

For the second iteration of ‘You’re Bussing It’ we went for a premium reportage photography style and spent three days riding the bus capturing real bus customers across the TfWM network. We twinned this with a strikingly simple art direction that really let the photography stand out.

The Campaign →

One take.
One slice of life.

We wanted to premiumise the perception of travelling by bus so we shot the AV in one take. This not only added to the visual storytelling of the bus being a slice of life of wheels, but also to nodded to the the smooth and efficient service that the TfWM network provides.

Catching people in moments of change

We knew that trying to get people to give the bus a go during high risk trips like commutes was never going to work, so we made sure our experiential activity targeted customers low risk leisure journeys - when people are generally more open to trying new routes and modes of transport.

OOH Activation

Real social proof to drive real behaviour change

We made real bus passengers the heroes of our campaign as there’s no better way to change people’s behaviour than showing people like them riding the bus. We used moments of change that mattered most to our hard to reach audiences - all focused on how the bus helps us to get more out of life and decreases our reliance on cars.

2.5 million additional journeys compared to last year, beating our target of 1m

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Transport for
West Midlands →

The Idea →

The Campaign →

The Results →