With large numbers of people not utilising the bus, train and metro pass in the West Midlands, Centro faced an interesting conundrum – how to help them engage with eligible passengers, to help them change how they think about the pass and to promote the fact that it had been extended it to include free bus travel throughout the whole of England. And all to an audience who don’t like to think of themselves as being eligible!

We put together a vibrant, eye catching campaign designed to change perceptions – targeting existing and prospective new users and comprising press, outdoor, bus media and radio. Bright, lively creative presented elderly people as smart, funny, fun loving individuals taking full advantage of free travel to enrich their lives.

After the campaign had run the West Midlands region achieved one of the highest take-up rates in the country.

Great result, but then that’s standard fare for us.