DUBLIN BUS: BAZ & NANCY’S MAD DASH HOME

2015

If you’re from Dublin or have visited the city then you probably would have used Dublin Bus. Its yellow and blue colours are as recognisable a symbol of the city as Molly Malone herself. Dublin bus research showed that people expected the service to run efficiently and when it didn’t they viewed the service as old, outdated and somewhat archaic.  In reality this isn’t the case, it’s a sophisticated, modern transport system – but when the bus is late, it doesn’t feel like that!

The aim of this campaign was to portray Dublin Bus as a service that is built and run by ordinary everyday people using modern technology to serve the public.  We wanted to put a human face on the brand in an educational and entertaining way.

IE
Q 85% Recall Through a combination of really fun and entertaining content and a precise and targeted media buy, we achieved an amazing 85% recall from the 1.2m people who saw the ad, compared to a Google benchmark of 56%.

BRIEF

Show that Dublin bus is run by hard-working people who care about the service they provide, using the latest technology to deliver the best possible passenger experience.  It’s not necessarily a message that consumers are open to or interested in, so the campaign would have to be delivered in an engaging and fun way.

insight

Running a bus service is a thankless job!  You basically get no credit at all if everything is working perfectly because that’s just the expectation.  No matter how good the service might be, once it becomes the norm and is expected, it’s very quickly taken for granted and only when it dips below that standard do people voice any opinion about the brand.

solution

Creative agency Rothco came up with a brilliant creative idea to pit fun and engaging TV presenter Baz Ashmawy against his mother, Nancy, in a race across the city.  Baz would drive his souped up rally car, while Nancy would take the humble 39A bus route.  The public transport using audience is generally young and digitally savvy and this campaign would produce fantastic long and short form digital video content.  So we built the campaign on digital platforms using Youtube for reach and contextual relevance.  We combined geographic targeting with Truview video buys and a programmatic purchase through Double Click (a first in this market).  Partnering with Google on this, we ran a Brand Lift Survey – again the first such survey in Ireland.  We time-targeted the campaign to key commuter periods and the on-board WiFi on Dublin Bus meant our audience could easily watch the content.

 

Q 85% Recall Through a combination of really fun and entertaining content and a precise and targeted media buy, we achieved an amazing 85% recall from the 1.2m people who saw the ad, compared to a Google benchmark of 56%.
v 1/3 Engagement Users really engaged with our content, almost a third of all paid views watched the Youtube video to completion. The industry average for a one minute video edit is between 11% - 14%. When you consider our video was 3 minutes 23 seconds long it shows just how unprecedented these results were!
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