Brief
First Bus asked us to convince more people to park their bums on the seats of the Glasgow Airport Express.
Insight
Are you even going to the airport if you’re not being entirely consumed by the gnawing anxiety that you might miss your ride?
Idea
The Glasgow Airport Express is the most regular service and the most visibly striking bus in all of Glasgow: It’s hard to miss.
We made a short, sharp hero film to target prospective flyers across social platforms: 16×9, 9×16, and 1×1.
Hero Film
We made a series of static ads for Meta, Google Performance and Trip Advisor that reassure travellers how easy it is to catch the service.
Digital
The radio ad is like An American Werewolf in London. Except it’s in Glasgow. And the werewolf is just a lost Frenchman looking for the bus.
Radio
Results
I don’t have concrete figures for how this performed yet – but it did so well that the concept was subsequently deployed for the airport buses to Heathrow and Bristol airport as well. We’re currently developing it for way-finding signage all over Glasgow Airport, too.