Stagecoach Scotland wanted to launch an awareness campaign to highlight the benefits of its X77 and X76 bus routes into Glasgow from south and east Ayrshire.
The campaign had to be quirky enough to stand out amongst the noise, and to resonate with the target audience of commuters.
We also had to communicate the stress-free aspects of travelling right to the heart of Glasgow with Stagecoach. It was also important to highlight the benefits with our bus adverts – free wifi, short journey time, flexible payment methods and Sunday services.
What we did
To answer the first part of the brief, we focused on being jammy enough to sit back and relax instead of dealing with rush hour traffic. We played on the word jam to effectively communicate the campaign’s key messages in a very simple way.
The second part of the brief was answered by developing the creative on a slightly different slant, using calming shades of blue to strengthen the stress-messaging.
If you’re in Buchanan Bus Station over the summer months, keep your eyes peeled for our posters around the depot.