ABOUT

The Challenge:
Raise awareness of behaviours deemed socially unacceptable whilst commuting, and encourage commuters to be more mindful of fellow passengers.

Our Extraordinary Thinking:
Mancunians are playful, so our integrated campaign was cheeky, yet educational, to help Metrolink customers make positive changes. Our 10 quirky monster characters, including Vaping Vera and Rude Jude, were to help personify these annoying behaviours. To encourage commuter buy-in, we knew we had to get interactive, and so we created a rather addictive game, with a leaderboard to get Mancunians competing!

The Solution:
Impactful creative
Outdoor media
Microsite
Digital assets
Interactive quiz
Animated game
Social media management
Merchandise

Delivered:
We launched via a series of outdoor media and organic and paid social.
Centred around a mobile-optimised microsite, our campaign featured an interactive quiz for commuters to establish which monster they most resembled due to their commuting behaviours, providing shareable results and striking graphics.
Our animated game saw users choose a ‘good’ monster to make their way through a tram, jumping and sliding to avoid ‘bad’ monsters, collecting points, with top scorers featured on a leaderboard.