Delivering behaviour change campaigns to inspire new bus users for First Bus West Yorkshire
The problem
Our client, First Bus, is a major bus company. They’d seen a 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 create a behaviour change campaign not just for audiences in Leeds, but across the County. We gained insights on attitudes toward bus with a audience-wide survey 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 the client can measure success against.
The solution
Our brand partnership creates journey generators that puts bus at the centre of our readers’ world that they’re already exploring. We make these as inspirational as they are useful.
We educate our readers to give them confidence to switch travel mode, crucially getting them out of their car and empowering them to make a greener choice.
For the very hardest parts of the target market – 25-44 year old young professionals and families – we create significant top of funnel with data capture campaigns. these give us around 28k lines of data and multiple, relevant custom email journeys that creates multiple conversion opportunities.
And finally, taking our learnings on the road, we created the tap-on-tap-off games, which educated future bus users, showing them the world they can explore by bus and delivering amazing levels of social value for First Bus.
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%.
Plan your advertising campaign
If you are exploring advertising in Manchester, Leeds or Yorkshire, our team can help develop a campaign tailored to your audience and objectives. Speak to our team about reaching engaged readers across the North of England