Driving a modal shift and increasing propensity to travel on the bus by 10.4%
The problem
Our client, First Bus, is a major bus company. They’d seen a significant drop in bus users and needed to get people back on board. Their objectives were simple – they wanted to increase propensity to travel and start a modal shift by encouraging people to use the bus over the car.
The insight
Conversion alone wasn’t enough, we needed to drive long-term behavioural change. We started by surveying our audience to get a clear view of their propensity to travel, then used the insight we gathered to inspire our campaigns and set a benchmark for success that we could measure against.
The solution
Our media partnership was split into three streams – inspirational content that gave people a reason to travel, data capture content that gave us an engaged audience to remarket to and affordability-led brand messaging that tapped into our audience insights and lowered barriers to travel.
The results
It was a resounding success. Our insight allowed us to identify and overcome consumer objections, while inspiring people to travel. As a result, propensity to travel increased by 10.4%.
