Think  Create  Do

Our task was to successfully launch Smart card rail ticketing across the North of England. Commissioned by Transport for the North and working across two different Train Operating Companies, Northern and Transpennine Express the brief was extensive and challenging. The key insight was to keep it simple and really push the benefits of switching from traditional paper tickets to Smart card digital ticketing.

Think  Create Do

We developed a campaign, which made the Smart card itself the ‘hero’ so rail customers travelling with either operator would see a consistent set of messages and recognisable creative. Working with both Brand teams we created a consistent campaign which evolved through multiple phases to change customer behaviours and drive ticket purchase online.

Think  Create  Do

The Account team managed a multi phase programme from launch through to new flexi season ticket product extensions across the North of England over an 18 month period. The launch phase featured a field team ‘Roadshow’ programme involving over 30 stations. Media channels included press, OOH, geo-targeted Facebook and Instagram PPC, GDN banner campaigns, internal comms, staff premiums, digital and static on train and on platform posters, animated ‘how to use’ guides and web assets.

Feedback from the Rail Delivery Group put the Guerilla launch as the most successful in terms of Smart card uptake in the country.