Transport
brief
Working with an agency partner to promote an award winning campaign that seeks to encourage people to travel by bus. For one Valentine’s Day campaign door drop activity was suggested to help reach a specific audience. (B,C1,C2,D aged 18 –42)
Our Approach
A key challenge for this job was the cannibalisation that had taken place within the area’s regional transport network. The purpose of the campaign was to drive traffic to the bus network, but not at the expense of the train network, owned by the same client. This meant that demographic location mapping had to consider train stations and focus more on potential customers along the existing bus routes.
Because the train stations had to be part of our equation, we could not conduct a traditional postcode sector level distribution plan. Instead, we made use of our SMART digital mapping software, creating bespoke delivery routes –some as small as 140 households.
These allowed us to target customers on a micro level, avoid train catchment areas, and reach customers most likely to benefit due to their proximity to the bus routes.
Impact
For this campaign, two different leaflets were delivered in separate areas. A significant number of free bus ticket vouchers were delivered in Sefton and redeemed during the validation period, which also resulted in an increase in paying bus passengers, as they were limited to one per household.
In other areas, branded leaflets were delivered via door-drop, including a Valentine’s Day campaign that resulted in significant awareness across the region, with door drops delivering the highest number of direct responses.
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