RTA (Road and Transport Authority) Design & Branding TEST RIDE THE BUS by Saatchi & Saatchi Dubai


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Industry Public Transport, Mass Transit
Media Design & Branding
Market United Arab Emirates
Agency Saatchi & Saatchi Dubai
Executive Creative Director Sion Scott-Wilson
Creative Director Neil Walker-Wells
Art Director Carl Lundqvist
Copywriter Neel Kumar @ Akela Films
Account Supervisor Asha Balan Van Veen
Released December 2011

Credits & Description

Category: Advertising Typography
Product/Service: BUS
Executive Creative Director: Sion Scott-Wilson (Saatchi & Saatchi)
Creative Director: Neil Walker-Wells (Saatchi & Saatchi)
Art Director: Carl Lundqvist (Saatchi & Saatchi)
Copywriter: Neel Kumar (Saatchi & Saatchi)
Account Supervisor: Asha Balan Van Veen (Saatchi & Saatchi)
Account Manager: Hema Patel (Saatchi & Saatchi)
Media placement: Bus - Print - 25 December 2011

Describe the brief from the client
The buses in Dubai are currently perceived as crowded and dirty, and only used by low-wage employees, which is not a big incentive to use them. We need to re-launch Dubai Bus to make it modern and not old-fashioned, keeping in-mind the bus personality to increase ridership.

Bus Personality:
Urban melting pot, Buzz, Down-to-earth, casual, informal

Describe the challenges and key objectives
Key objectives:
1. Increase ridership base of Dubai Bus
2. Re-launch the bus brand

1. Insufficient information available about coverage
2. Connectivity to other modes of transport is not good
3. Lack of clarity on NOL (the Oyster card of Dubai) logistics
4. Lack of knowledge on how much a journey could cost
5. Buses do not adhere to the timetable
6. Buses are crowded
7. Insufficient information available about timing
8. Buses are economical
9. Bus service is not modern & trendy
10. Bus seats are not comfortable
11. Bus are unhygienic/not clean

Describe how you arrived at the final design
We needed a strategic thought/platform - we arrived at test-ride the bus and the design needed to:
- Attract to metro – drive trial of feeder buses
- Convert into bus users
- Consolidate by increasing frequency

We clubbed 3 main pillars of messaging (taken from the main challenges) of why people would travel bus:
- Efficiency: they used to call the camel the ship of the desert.
- Comfort: no wonder they call it the melting pot
- Cost: because petrol isn't always going to be cheaper than water

Give some indication of how successful the outcome was in the market
There is no information to substantiate this.