Retro-style advertising helps promote Reading Buses
09 December 2008
Reading Buses (a trading name of Reading Transport Ltd, which is wholly owned by Reading Borough Council) is an integral part of Reading life, offering its residents a fast, frequent and high-value service. Having recently completed its Premier Route Network investment programme, the rollout of a new fleet marked an exciting new era in bus travel.
The brief was to develop a creative campaign that would increase awareness of Reading Buses’ services, increase bus use by 5–10% in the 12 months following the campaign launch and to continue the increased pace in growth seen over the last four years.
Eye-catching, bold and informative graphics
After winning a two-way pitch, a focus group was used to gauge the likely reaction to the favoured creative. Working closely with Reading Buses, Oculus helped refine the messaging and tone of the final campaign.
A pop art style campaign was presented to the focus group with various key messages (such as being environmentally friendly, easy to use, and frequent) addressing the different campaign objectives.
The feedback from these sessions was incorporated into the final campaign strategy and used to refine the messaging.
The campaign was initially rolled out across the Reading Buses fleet as large-format livery graphics with further plans to release the campaign through press and online channels.
The campaign is ongoing and initial feedback is that it is having a positive impact. The bus graphics are bold, clear and impactful and easily recognisable across the area.
“ Just wanted to say a massive thanks! The adverts went onto all the buses fine over the weekend. Everything fitted perfectly and they look really great. ”
Reading Buses