Convincing opportunistic fare evaders to think again
THE CHALLENGE
The task was to create an effective campaign to combat fare evasion for Transport For NSW. No one likes getting fined. But equally, no one thinks they are going to get caught. Our challenge was to create a short video to make people think twice about not tapping on – with 15 second and 6 second executions.
You delivered the best performing creative.
This campaign will be used across the network over the next 18 months.
WHAT WE DID
We devised a campaign that used ‘availability bias’, depicting Transport Officers fanning out across the network of trains, buses and ferries, to dial up the sense that you would get caught if you didn’t tap on. All to a rhythmic beat that set the backdrop to tapping on.
To be effective, we knew that we also had to make passengers feel like they were part of something, so we came up with the tagline, ‘Thank you for always tapping on.’ We turned a negative into a positive – and put a smiling face on the 800 plus Transport Officers and police who strive to combat fare evasion in NSW.
The campaign was incredibly successful, with a reach of 800,000 metro and 500,000 regional viewers.
- Strategy
- Creative Direction
- Scriptwriting
- Film and Sound
- Post-production
- Graphics
- Sound Design and Mix
