How we created a platform of authenticity that empowered young people to explore Scotland. Social-First Integrated Campaign for First Bus.
How we created a platform of authenticity that empowered young people to explore Scotland
Social-First Integrated Campaign for First Bus, by MadeBrave.
First Bus is one of the UK’s biggest bus companies with over 1.6 million daily customers.
As their creative partner, we’ve been on quite a journey for many years now, bringing the brand into the vernacular, building relevance, and helping shape how people of all ages travel every day.
A new free travel scheme for young people under the age of 22 (U22s) presented all bus operators in the region with a once-in-a-lifetime opportunity to engage the next generation of paying bus users.
Leveraging this opportunity, First Bus wanted to be foremost in the minds of U22s, so they approached us with a new challenge of speaking authentically to young people in this space.
Post-lockdown, young people still felt trapped and robbed of their youth.
Many things were missed because of their ‘Zoom’ lessons, social distancing, and inability to meet with their friends. Unsurprisingly, all they wanted was to be young, wild, and free.
This realisation became the basis of our strategy, which was all about connecting the free and easy nature of travel provided by First Bus to the hopes and dreams of U22s.
Enter our “nursery grime”: a fresh spin on a familiar nursery rhyme.
This enabled us to weave our “Plan Tap Ride” message naturally and through entertainment.
This also allowed us to create an integrated campaign ecosystem, giving First Bus the permission to show up where our target audience consume and create content.
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