We changed the perception of public transport to encourage the people of Wales back to the Transport for Wales network. 

Challenge

During the COVID-19 pandemic, the Welsh public were asked to stay at home, keep their distance from others and avoid using public transport. This resulted in the demand for public transport at an all-time low, perceptions being negative and a dramatic reduction in revenue. 

Solution

To encourage people back onto public transport and active travel, we needed to begin instilling behaviour change across Wales, shifting the nation from a car-dominant nation to one that makes more sustainable travel choices in a post-pandemic world.

We developed a strategic brand-led campaign, working with behavioural scientists, research partners and our award-winning creative team to create a new positioning for the brand that had the ability for long-term brand building, and short-term sales activations.

“The Real Social Network” positions Transport for Wales as a network that facilitates real-life connections, builds communities, and helps people access opportunities – the true meaning of a social network. A network where status updates really mean something, the tears aren’t emojis and you can spend your time strolling, not scrolling. 

Filmed at 10 locations across Wales, The Real Social Network features a diverse range of demographics, showing people of different ages, genders and backgrounds using public transport to reconnect with family and friends, get out and about to the places they love, and explore new destinations. Activated across TV, radio, OOH, social media, digital display and as part of Wales’ first bilingual ITV Wales Weather sponsorship, this was Wales’ first brand-led, multi-modal public transport campaign. 

Activation

Once we established the campaign at a brand level, we flexed the proposition to work for a number of tactical sales-driven messages for the rail, bus, and active travel arms of the business. The real social network provided a creative platform for a fully integrated, coherent campaign.

Results

• 1 in 4 people said it made them feel more positive about Transport for Wales
• 1 in 5 people said it made them more likely to think about using public transport
• New users to the TfW brand website increased by 23%
• New users to the TfW active travel website increased by 426%
• 1 in 3 people said it made me feel more positive about Transport for Wales
• Spontaneous awareness of TfW increased by 8%
• New users to the TfW bus website increased by 531%
• New users to the TfW rail website increased by 1308%