Transport Creative Campaign

Transport for West Midlands (formerly Centro)

Big Cat was tasked with developing a creative identity and simplified messaging to communicate the key consumer benefits of Swift (a transport smart card for use on buses and trams).

Client

Transport for West Midlands (formerly Centro) is responsible for the delivery of public transport in the West Midlands. Their aim is to create a world-class public transport network delivered by a best in class organisation.

Objective

The new messaging needed to be supported by creative that is compatible with the current graphics and will be consistent across all channels, in order to increase the visibility and adoption of the Swift transport card.

Delivery

To tackle the complexity of the Swift brand and make the product easier to comprehend, an identifiable creative treatment was proposed. This clearly communicated what Swift is and why it’s good for consumers by breaking down the benefits into multiple executions to motivate actions amongst different audience groups. The playful but consistent creative also introduced more personality and aided recognition of the Swift brand.

Results

69,715 website visits (+60% from previous 81 days), with 127% more people visiting the website directly and 52% more traffic via social (compared to the previous 81 days).

This highlighted the effective communication of the Swift brand name and URL on campaign material. Conversion rate of all visitors coming to the website during the campaign period increased to 2.5%.

The most prominent impact of the campaign came from the number of PAYG cards in circulation, which increased by 135% during the campaign (from 2,375 to 5,582), which demonstrated a greater understanding of the benefits of Swift plus increased adoption amongst the target market.