Driving behavioural change and boosting bus travel in the Midlands.
BBJ&K were tasked with developing a multi-touchpoint media campaign for West Midlands Bus/TfWM. The core aim was to drive behavioural change and ultimately boost bus travel across theTfWM region, we were set a KPI of generating 1 million additional journeys versus the year prior.
OOH was an integral part of the campaign, utilising a diverse mix of formats to ensure a strong presence throughout the West Midlands. To boost engagement and capture attention, we introduced unique local special build formats to this campaign, designed to ignite the imagination, encourage participation and generate talkability. This was in the format of a ‘ticket giveaway’ transforming a 96-sheet with hundreds of individually placed tickets that people could pull off and scan a QR code to redeem a month-long bus pass.
Against the target of one million additional journeys, we delivered 6.13million, surpassing the original objective by 513%. On targeted priority routes, we saw a 17.7% increase in usage. Our special build ticket giveaway alone generated over 16,000 journeys, with an exceptional 48% redemption rate. Brand tracking and research validated our impact.
