The creative approach pioneered by Vivid meant that the campaign resonated with students that we worked with.
Jess Nightingale
Project Manager
case studymore traffic, fewer drivers
more traffic, fewer drivers
for First Bus Doncaster
First Bus South Yorkshire asked Vivid to repurpose a campaign we had begun working on and adapt it to promote a new payment method they were launching in Doncaster.
Showing flexibility, we moved forward with a digital marketing campaign to promote the Tap & Cap. Designed to reach local Doncaster residents, Tap & Cap uses contactless payments to cap travel charges, no matter how many journeys you make.
Through digital, radio, print and press, we connected with the target market – a broad cross-section of people who only very occasionally use the bus.
5.1m
digital ad impressions
374k
6 sheets in 2 weeks
16.7
advert views per person
targeted
to deliver results
To reach irregular bus users, a mixture of online and offline channels were selected. This included digital advertising such as Google Display Network, Google Ads, Facebook, Instagram and YouTube pre-rolls. Alongside this, traditional media such as air time on local radio stations, 6-sheet posters and local newspaper ads.
results
that speak for themselves
Through the digital advertising channels we reached each Doncaster resident an average of 16.73 times throughout the campaign.
Using radio we reached 78,000 of Doncaster residents each week. Over the campaign our advert was played nearly 800 times.
And, estimated over the campaign, the 6-sheet posters on main routes into Doncaster were seen by 400,000 people, and the full-page newspaper adverts were read by 70,000 pairs of eyes.
5.1m
digital ad impressions
374k
6 sheet views in 2 weeks
16.7
advert views per person