Transperth launches Thornlie-Cockburn line with Moonsail’s quirky wordplay campaign

Transperth and METRONET has recently launched Perth’s first cross-line link – the Thornlie-Cockburn Line – a brand-new train line allowing passengers to cut between two existing train lines for the first time.

To promote that this new service condenses travel for so many people in the southern suburbs, Transperth launched a campaign showing entire journeys of travel condensed into single words.

Work to home, becomes Wome.
If you’re heading from the shops to your lounge, it’s Shounge.
Rolling out of bed and heading to uni? Beuni.
Or even a day trip from Thornlie to Mandurah – Thorndurah.

These bold, obscure new words were contrasted with dry and understated imagery reflecting everyday life, to create an extensive integrated campaign across TV, Radio, OOH, Press, Digital and many other channels.

The campaign was further bolstered by Moonsail’s internal digital and social team, with digital strategy, media, implementation and social content all managed inhouse, including a shot-for-purpose organic social extension to the campaign (see some examples here and here), with above the line media handled by Longreach Media. This was shot, edited and produced by Moonsail’s own content creator Esteban Barbosa and scheduled into the primary shoot days via sister company Sundeck Productions, creating a seamless integration between creative, photography, videography and social content.

Matt Nankivell, Co-Founder & Executive Creative Director at Moonsail, said: “We needed to create an idea that not only had cut-through and contrast against the large volume of existing PTA comms, but also spoke directly to the benefit of condensing journeys on the ever-expanding Perth train network.”

Sophie Oliver, Manager Customer Communications at Public Transport Authority, said: “The concept jumped out at us the moment Moonsail presented it, with such a unique and distinct way to land the benefit of the new line. The fact we all started coming up with our own condensed words in the room showed how campaignable the idea was, and its potential in the public domain”

Paul Coghlan, Co-Founder & Creative Strategy Director at Moonsail, added: “We commend the PTA team for leaning into an idea that is conceptually and tonally very unexpected, and we love the dry, very understated comedic undertones brought to life by our team with the help of our own Sundeck Productions and director Frank Carroll in our film executions.”

Rachael Micallef-Jones, Marketing and Communications Manager at PTA continues: “The campaign is still very much active with more to come, but we are thrilled at the response we are seeing so far, with lots of positive dialogue from the community and engagement rates more than 35% above industry benchmarks”

Credits
Public Transport Authority
Executive Director Customer Strategy and Communications: Charlotte Hayes
Manager Customer Communications: Sophie Oliver
Marketing and Communications Manager: Rachael Micallef-Jones
Social Media and Digital Campaign Officer: Sameera Afzaal

Moonsail
Co-Founder & Executive Creative Director: Matt Nankivell
Co-Founder & Creative Strategy Director: Paul Coghlan
Designer & Animator: Steph Travaglini
Account Manager: Connie Trinh
Account Manager: Sophia Taylor
Account Manager: Sarah Rocle
Account Coordinator: Alexis Gan
Digital Strategist: Bradley Scott
Digital Paid Specialist: Anu Udras
Social Media Specialist: Holly Hilton-Carroll
Social Content Creator: Esteban Barbosa

Sundeck Productions
Executive Producer: Bel De Corti
Film Director: Frank Carroll
Director of Photography: Justin Griffiths
Gaffer: Nick Valentini
1st AC: Brianna Trinidad
Production Designer: Mon Wajon
Wardrobe Stylist: Nicole Ferraro
Production Coordinator: Jess tilbury
Photographer: Justin Griffiths
Stills Camera Assist: Dave Walters
Casting & Locations Manager: Shannon Hicks
Catering: Ultimo Catering
Audio Mix: Brad @ Soundbyte Studios
Casting: Six Degrees (Shannon Hicks)
VO Talent: Caz Prescott (EM Voices)
Edit & Grade: Frank Carroll

Media Agency: Longreach Media

Radio
Sound Engineer: Brad @ Soundbyte Studios
Talent:
Caz Prescott (EM Voices)
Sam Longley (MCA Voices)
Esther Longhurst (Loxton Management)
Ben Sutton (MCA Voices)
Emily Rose Brennan (MCA Voices)