Cogent Meriden

ABOUT

The Brief

Increase sales of the Arriva Student Saver ticket.

The Challenge

We knew that 73% of university students move away from home to study, which also means moving away from Mum and Dad’s taxi service. Compounded by a sustained decline in car use among young adults, bus travel can be a lifeline. However, awareness amongst students of term time bus services, and the Arriva Student Saver Ticket was low. The challenge was to come up with a campaign that would get more students on the bus, by increasing awareness and sales of the Arriva Student Saver Tickets.

The Solution

We created ‘Get Your Ride On’ – a campaign that actually put students ‘on’ the bus. Press and outdoor ads ran in key student locations and at freshers events. Online activity included films, banners, landing pages, email, radio, social content and an online game. Not to mention the branded beer mats, free giveaways and freshers competitions – standard student stash!

Results

Social media spend: 323% ROI
31% increase in student ticket sales YOY
540,037 impressions on Instagram
176,853 video views
£17,000+ revenue generate from social app install activity

Date created: October 2016 2016-10-01T00:00:00+0100
Date published: 8 March 2019 2019-03-08T11:44:45+0000

Arriva - Get Your Ride On

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