Nottingham City Transport (NCT) is Nottingham’s largest bus operator, trusted by millions of passengers every year. Known for its modern, reliable and sustainable fleet, NCT is committed to making travel across the city hassle-free, accessible and enjoyable.
About the Campaign
Initially, NCT had booked a presenter-led Watch and Win promotion, but recent we felt this campaign needed to approach things differently. The brief: deliver a Bus Awareness Campaign that encouraged people to ditch the car and enjoy stress-free journeys on NCT buses, while creating talkability and data capture opportunities.
The creative narrative was simple: step onto the bus as yourself and step off with Superstar Energy – ready to take on the day.
Pre-engagement Strategy
To build momentum, social media activity launched in the days before filming to spark intrigue and pre-engagement. This created real buzz, with members of the public approaching the team during filming because they had already seen the teasers online.
The Campaign in Action
- Radio Advertising: A playful VIP-themed audio script, including a £500 competition to drive participation.
- Video Creative: High-energy Gaga and Taylor tributes creating an unmissable visual hook.
- Scrolling Web Artwork: Bold graphics and messaging ensuring the campaign landed with a vibrant, shareable energy.
- Watch and Win Mechanic: A big cash prize element that generated client data and boosted listener participation.
Listen to the audio for this superstar campaign…
Client Testimonial
“We love working with Bauer Media – the creative was fun, relevant and full of energy. It really engaged our younger audiences and captured the excitement around our upgraded fleet. The feedback from passengers has been fantastic.”
— Nottingham City Transport
Success Measures
- Significant local awareness uplift via radio, digital and social channels.
- Public interaction during filming thanks to pre-campaign teasers.
- Competition entries generating valuable customer data.
- Strong positive passenger feedback and social engagement.
Summary
This Bus Awareness Campaign was everything great radio should be – engaging, fun and packed with talkability. By combining upbeat creative, social pre-engagement and an interactive Watch and Win mechanic, NCT showed Nottingham that travel can be hassle-free and full of Superstar Energy.
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