Encouraging drivers to consider travelling more sustainably can be tricky – and research with this audience in our work with Darlington Borough Council showed that images of buses or tickets simply wouldn’t work.
Drivers saw these more traditional public transport adverts as being irrelevant to them and unlikely to gain their attention, so we decided to use humour as the campaign’s hook instead.
Building intrigue was crucial, so we developed the idea of using a striking, intriguing close-up of a crying bus driver as our lead visual. We casted a real driver and designed posters and billboards that suggested the reader was to blame because they hadn’t caught his bus.
Facebook adverts and extensive media coverage then helped the campaign to reach a wide audience during Catch the Bus Week.
Bus Drivers Have Feelings Too led to a 50% increase in website traffic and won the Chartered Institute of Marketing’s Use of Customer Insight Award.