Brief
After a few years in lockdown, young adults were avoiding travelling by bus because they didn’t really know how to do it. Convince them it’s easy.
Insight
It’s easy to ride the bus like a pro when you know how.
Idea
How-To Highlights
We made a series of fun films for all the social platforms that ‘da yoof’ use, narrating people using the bus normally like they’re all masterclasses of athletic prowess, just really blowing up the drama and excitement for super simple stuff.
Results
When these videos went live, teenagers across the country immediately began Naruto running towards their nearest bus. Schools were abandoned. Old ladies were jostled. Flowerbeds were trampled.
15% fewer young people expressed uncertainty about using the bus.
Awareness of on-bus charging rose 50%.
Awareness of on-bus wifi rose 10%.
Frequency of bus use rose, raising an extra £150k in revenue.
Now that’s how to make a how-to series.