Compelling students to use public transport for TfWM

Challenge

To encourage students to take up Transport for West Midlands’ (TfWM) discounted bus and tram fares.

TfWM wanted to get 16-18-year-olds in the West Midlands who think public transport is expensive to affordably travel to school, college or work on a bus or tram by giving them 50% off. 

Many children in these areas live in poverty - 49 percent of them live with a lone parent, and Birmingham is the 7th most deprived of England's 317 local authorities. 

Solution

We used the power of behavioural science to devise a creative advertising strategy which honed in on the Von Restorff effect – the proven psychological theory that the more something stands out from the crowd the more likely it is to be seen.

Saving money is what we’re all told to do, but showing what we can spend the money on is even better, especially for 16-18-year-olds. 

The concept’s design also had to appeal to a youthful audience

Impact

Through original photography in West Midlands locations and bespoke emoji-like illustrations, we created a suite of communications across OOH, Social and Display advertising channels that were vibrant, bright and engaging