How we inspired the nation to unlock their summer with a single tap. National Integrated Campaign for First Bus.
How we inspired the nation to unlock their summer with a single tap
National Integrated Campaign for First Bus, by MadeBrave.
Bus travel was still down on its peak from before the pandemic.
More than a million people rely on First Bus every day, making it one of the UK’s largest transport companies. As their creative partner, we were tasked with creating a national integrated campaign.
With so many commuting less, First Bus needed to diversify its customer base. First Bus challenged us to increase bus travel across the UK during the summer months by appealing to leisure travellers like never before.
Summer is all about the sun, fun, and the feeling of freedom.
Yet due to the cost of living crisis, many anticipated spending less, travelling less, and limiting their experiences this summer.
Our strategy was to position First Bus as a refreshingly upbeat and surprisingly easy answer to all this doom and gloom—and all with a simple tap of your phone.
We created a rallying call to build excitement and inspire the nation to travel by bus this summer.
Each character steps out and is transported into their own unique experience.
We created a hero film that captures the energy and joy of summer.
An equally surreal series of radio ads amplified the energy of the main film and brought the ‘ooohs’ and ‘ahhhs’ that go along with taking the bus this summer.
To ensure campaign resonance on a local level, we also created an easy breezy internal guide that helped further spread the simple message of ‘Plan’, ‘Tap’, and ‘Catch the Summer’.
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