Transperth is taking a new strategic approach to promote public transport patronage in Perth with a major integrated campaign via Gatecrasher. The $1.25m ‘Take a Break’ campaign encourages the public to trial public transport with the aim of increasing patronage, which had experienced some years of decline.
Instead of what might be seen as a traditional approach to advertising public transport, Gatecrasher’s creative strategy is based on the insight that Perth motorists are more likely to take the bus or train as a complement to, not a replacement for, the car.
According to Gatecrasher Creative Partner Adam Barker, the agency felt a completely fresh creative approach was needed.
“Perth people love their cars. It is an inherent part of our lifestyle, so there is no point trying to push against that truth,” said Barker. “But the research clearly showed that sometimes, the car can be a bit frustrating and is not always the best choice. We’re making an emotional appeal, it’s all about providing a little relief from some of the frustrations of modern-day travel.”
Barker’s Creative Partner, Lori Canalini added, “We wanted to avoid demonising the car. ‘Take a break from driving’ is such a simple, clear proposition that we’ve made it the campaign hero with a very graphic look and feel. The TV ads get straight to the point in a very engaging way. The last thing we wanted to do is lecture Perth motorists about how to live their lives.”
The campaign, planned by media agency Carat, comprises two television spots, outdoor, radio, mobile and online display advertising.
The TV ads reassure the viewer that cars are great, but then capture those recognisable moments when driving can be a little frustrating. The ads finish with the simple proposition, “So, why not take a break from driving and take a bus or train instead?”
The launch of the advertising campaign coincides with the development of a new mobile app soon to be released that will provide passengers with real time information on where their bus, train or ferry service is, which will help to make travelling with Transperth more convenient.
Commenting on the campaign, Transperth Information & Event Services Manager, Charlotte Hayes said, “Our research has shown there are many myths about public transport that are busted once people use the service. We just need to encourage more people to give it a go because we know that once they do they are really positive about the experience and are more likely to use us again.
“We challenged Gatecrasher to come up with something big and different that would stimulate trial. We think they have very much succeeded.”
Creative Partner / Art Director: Lori Canalini
Creative Partner / Copywriter: Adam Barker
Senior Art Director: Henry Billington
Senior Designer: Ian Bird
Digital Designer: Scott Pelham
Copywriter: Hayley Kaptein
Strategist: Sophie Lawrence
Managing Director: Tony Scampoli
Group Account Director: Rod Killick
Senior Account Manager: Lisa Nixon
Senior Account Manager: Melanie Goh
Agency Producer: Courtney Dagasso
Production Manager: Anouk Ratnawibhushana
Digital Planner: Jamie Siew
Media Planner: Kevin Rapose
Production Co: Open Spaces
Director: Perry Westwood
Producer: Béatrice Masia
Editor: Bruce Flint, First Light
Sound: Justin Braine
Music: We Love Jam
Transperth Information & Event Services Manager: Charlotte Hayes
Transperth Information & Event Services Coordinator: Sophie Oliver