Commuters in a car are busy. Bus riders can relax, listen to music, read or prepare for work. It’s appreciating the ride.
In this new campaign from the Canadian York Region Transit (YRT/Viva) it is called #TheNewMeTime.
Acart Communications, the agency behind the campaign: “Taking the opportunity of being on a bus to enjoy “me time” is the insight came from YRT/Viva rider interactions, as well as our own experience as bus commuters. It was also explored and validated last year in our successful “Do It On The Bus” campaign for Halifax Transit.”
The objective is to retain existing ridership by reinforcing the positive bus experience. And also to engage riders to start a conversation on social media with #TheNewMeTime.
Smart use of a hashtag in a campaign. Which can be dangerous too. What will be said in case of delays and dissatisfaction? That is the risk that any modern brand must experiment. Transparency is a great thing, especially when it comes to public services.
Disclaimer: Osocio blogger Tom is the Creative Director behind this campaign. Regardless of who did it, however, my first honest reaction was ‘Wow, what great artwork’.
York Region Transit (YRT/Viva)
Acart Communications, Canada
Senior Creative Director: John Staresinic
Creative Director / Copywriter: Tom Megginson
Associate Creative Director: Vernon Lai
Art Director: Kerry Hodgson
Production Designer: Lawrence Cheung / YRT/Viva
Digital Execution: Marco Cellucci
Quality Control: Lynn Norris
Account Supervisor: Gillian Todd-Messinger
Account Manager: Tania Calverly
Media Strategy: Sue McKinney, Kevin Scannell