We are delighted to reveal our efforts throughout the summer in supporting Stagecoach’s national unirider marketing campaign. It’s a client and brief we’re only too familiar with, having had a working relationship with the Perth-based transport PLC, stretching back well over a decade.
Offering unlimited local travel to students across all Stagecoach buses, unirider is a termly bus pass, bought in advance and perfect for both students’ and parents’ piece of mind – as well as wallets!
The objective of this year’s campaign was to present Stagecoach UK Bus as not only the best choice bus operator but also a trusted resource for students. The unirider is clearly more than just a bus ticket and enables students to maximise their time at university, helping them along this stage of their life journey.
And though the target audience is broadly all students, we had to consider the different approaches aimed at first year ‘Freshers’ and second or third year students. Parents were also found to be a key influencer within the first group and considered as part of the overall communications mix.
Our creative strategy hinged on the bold idea that students ‘Own the place’ combined with a colourful and playful take on the selfie. Aside from delivering the core national and Manchester campaign activity, we also designed and shared a suite of creative templates so individual operating companies could tweak and execute local campaigns tailored for regional nuances.
Though not exhaustive, creative outputs included posters, press advertising, T-side & Streetliner bus hoardings, leaflets, digital signage, student fair materials, emails and social media graphics.
We also produced a video which captured the essence of a student journey ‘from Freshers to Finals’. Flipping the angle from selfie to POV, we provided a snapshot of life from a students perspective, weaving in functional elements of the brand new Stagecoach website.