Full on travel savings
Challenge
TfWM wanted to get 16-18-year-olds in the West Midlands who think public transport is expensive to affordably travel to school, college or work on a bus or tram by giving them 50% off.
Photocards for this age group can be purchased if they live in any of these cities: Birmingham, Coventry, Dudley, Sandwell, Solihull, Walsall, Wolverhampton.
Many children in these areas live in poverty. 49 percent of them live with a lone parent. Birmingham is the 7th most deprived of England's 317 local authorities.
Turning instinct into action
Saving money is what we’re all told to do, but showing what we can spend the money on is even better, especially for 16-18-year-olds.
We used our knowledge of behavioural science and honed in on the Von Restorff effect – the proven psychological theory that the more something stands out from the crowd the more likely it is to be seen.
The concept’s design also had to appeal to a youthful audience.
Through original photography in West Midlands locations and bespoke emoji-like illustrations, we created a suite of communications across OOH, Social and Display advertising channels that were vibrant, bright and engaging.
“Aaron and Amy from Big Cat made it easy to work together during a pandemic. At the height of a lockdown, they kept the lines of communication open and professional.
After briefing them to work on two of Swift’s (TfWM) biggest campaigns, from concept to execution, they demonstrated the highest level of quality production and I look forward to working with them again.”
Frances Hayden – Marketing Executive, TfWM