How we created an experiential brand activation to showcase First Bus’ environmental commitment at COP26
First Bus is one of the UK’s biggest bus companies with over 1.6 daily customers. First launched in 1995, they’ve recently given their buses a major overhaul, to make every single journey more convenient and enjoyable than ever.
We’ve had the pleasure of being their lead strategic creative partner for years and we jumped at the opportunity to work with them on this exciting new project.
The Brief
It’s no secret the impact of carbon emissions on the planet is significant. In response First Bus took action to accelerate decarbonisation and improve local air quality by committing to have a completely zero-emission fleet by 2035. They are also host to the UK’s largest charging station here in Glasgow, and have already launched several electric buses across their operating regions.
With COP26 just around the corner we were asked to help First Bus engage with COP26 delegates on both of these topics and create an emotional connection with them through an immersive experiential journey.
Experiential activation
‘Put public transport first’’—that was the proposition behind the experiential activation we created for First Bus. COP26 Delegates arriving at Glasgow Airport started their journey at a branded bus stop and were taken on a visually branded journey to First Bus’ new electric charging station—which is the UK’s largest.
We also created branded collateral for the activation including a living wall, airport express bus stance, internal bus adverts, perimeter fencing, and signage.
VR experience
Our motion team created an immersive VR experience that took delegates and visitors on a virtual tour of the new charging station, highlighting throughout the journey their commitments to achieving zero carbon transport by 2035, in partnership with Octopus Energy.
Instagram AR filter
As part of our marketing strategy to generate engagement online, we created a custom Instagram story filter featuring a polygonal earth in space, flying buses, and a First Bus driver cap. COP26 delegates were then encouraged to share their experiences via a QR code, extending the message even further.
