Big Cat Agency Ltd Birmingham

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Challenge

Transport for West Midlands aim is to create a world-class public transport network delivered by a best in class organisation. Big Cat was tasked with developing a creative identity and simplified messaging to communicate the key consumer benefits of Swift – a transport smart card for use on buses and trams.

Turning instinct into action

The benefits of the Swift card are in the autopilot nature of it. Top it up and off you pop. Campaign messaging clearly communicated these benefits, breaking them down into multiple executions to motivate actions amongst different audience groups. All signed off with the Swift Card and campaign line – 'Travel Smarter'

A beautiful and simple illustration style was used to add personality and aid recognition of the Swift brand.

Impact

+60% website visits totalling 69,715
+127% direct website visits
+52% website visits via social media
+135% Swift Cards in circulation raising from 2,375 to 5,582

Date created: July 2016 2016-07-01T00:00:00+0100
Date published: 12 October 2020 2020-10-12T10:42:03+0100

MADEIT CREDITS

  • Transport for West MidlandsClient
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Contributor:

Big Cat Agency Ltd has been a Contributor since 25th November 2015.

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Transport for West Midlands – Travel Smarter

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