Major network improvements had left Manchester’s trams unable to travel though the City Centre for most of the year, driving many frustrated commuters back into the habit of travelling by car. As the works finally drew to completion, we needed to make sure we got them back – as well as inspiring a new wave of commuters to try the tram.
Simply hearing that the network is back on track will not be enough to break them out of their cars. Instead, highlight the benefits of tram commuting versus the car – more time for you, and a more enjoyable commute.
We created an integrated campaign telling the story of a ‘breakup’ through a first person narrative. It’s built to reveal that Adam, our hero, was leaving his car, to rekindle his love for the tram. We kicked off with unbranded teaser ads on digital OOH, with a URL to take people online to see the ‘break up’ video. After a few days, we released new branded videos, promoted by display and retargeted ads in digital and social. In the space of just a few days, the teaser campaign sparked thousands of discussions across social media, initiated by over 750,000 views of our engaging motion-creatives.