First Bus Launch Student Campaign With Brass
First Bus has appointed Brass to create a campaign that will encourage more students to get onboard. The creative uses a scary bear to tell students that the bus is ‘awesome and not scary’.
First Bus is running the campaign in Yorkshire and Greater Manchester to promote value ticket options to large student populations. It uses an integrated channel approach and includes online, direct mail, print advertising and experiential activity with the scary bear.
Commenting on the campaign Paul McGann, director at Brass said: “We brought our concept ‘First Bus isn’t scary for you or your pocket’ to life with an illustrated scary bear character and strong price messaging. Because First Bus wants students to get onboard they have implemented a ‘No bears’ policy on all services, early feedback has shown a positive effect on sales to this audience.”
The campaign is ongoing and included a campaign website www.firstgroup.com/notscary
First Bus is part of FirstGroup plc, the leading transport operator in the UK and North America. With revenues of more than £6.9 billion per annum and approximately 120,000 employees it transports more than 2.5 billion passengers every year.