How we increased ticket sales by over 50% with giant ice lollies

First launched in 1995, First Bus has recently given their buses a major overhaul, to make every single journey more convenient and enjoyable than ever.

When we became their sole creative agency for Scotland, we developed a new brand position, ‘First Bus: Full of More’ and showed how we could bring these launches to life through engaging and creative activations that echoed this new statement. Lucky for us, they loved our ideas.

  • Four giant ice lollies on coloured backgrounds

The Brief

First Bus created their ‘Kids Go Free’ promotion to encourage more parents to use the bus over the summer holidays and access local activities in a cost-effective way. Everything was based around this key benefit (saving money) and that by saving money on travel, parents can do more with their children.

We were asked to create a multi-channel campaign around the promotion to increase awareness and passenger numbers.

The Campaign

Giant ice cream favourites, such as Whippy, Twisters and Fabs, were used to draw attention to the Kids Go Free offer and reflect the key benefit of saving money. The campaign was multi-channel and brought to life through 3D animation, stills and copy across 6 sheets, radio, digital and social advertising and on the bus ads such as posters and streetliners.

  • 1.8M


  • 485k


  • 65k


Copywriting & Design

We developed a customisable campaign line that underpinned the First Bus sign-off line ‘First Bus—Full of More’. This was supported with copy that tied in with the hero visual.

We designed and created the 3D renders of the ice lollies, which we developed into assets for digital, social media, website, bus vinyls, out-of-home and door drops.

3D Animation

The “never-ending” ice cream classics were animated into fun, eye-catching videos, which were used across social and digital as part of the multi-channel campaign.

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