Metlink DM BUS- SELLERS by Marmalade Melbourne

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Industry Books, Public Transport, Mass Transit
Media Direct marketing
Market Australia
Agency Marmalade Melbourne
Art Director Frank Trobbiani
Released November 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: METLINK
Product/Service: BUS
Date of First Appearance: Nov 9 2010
Entrant Company: MARMALADE, Melbourne, AUSTRALIA
Creative Director / Copywriter: Neil B Mallet (Marmalade)
Art Director: Frank Trobbiani (Marmalade)
Account Manager: Effie Demetrios (Marmalade)
Media placement: Promotion - Borders Book Store - 9 November 2010

Describe the brief/objective of the direct campaign.
Bus travel was suffering from a poor cousin image. One of the major benefits people saw with bus however was that it was less stressful than train or tram travel.

A bus trip gave you the chance to relax with your thoughts, a magazine, or a good book.

We had previously run a TV, radio and press campaign to launch our ‘Take it Easy. Take the Bus’ campaign theme.

What we wanted was a promotion that would bring this thought to life.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To capture this thought, we promoted a range of ‘Bus Selling Books’ in with the ‘Best Sellers’ in a Borders Bookstore in an area with a good bus service that was being under-utilised.

Promotional posters were located around the store to highlight the ‘ Bus Sellers’ displays located around the store and remind consumers of what a nice experience it was to , sit back read a book and let someone else do the driving.

As an added incentive a discount was offered on books, if you brought a bus discount coupon into the store with you.

Explain why the creative execution was relevant to the product or service.
These ‘Bus Sellers’, were of course, just great, easy reads for a bus trip.

Bookmarks containing the website and phone number were inserted in all the books.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The initial bookstore campaign is still running, but to date the in store responses for the discounts are into the hundreds.

Sentiment regarding bus usage has become more positive, with 20% of respondents stating they were now more likely to use the bus.

Because of the response, the campaign is now expected to be rolled out in all stores in the state.