Transport For Ireland has reduced its fares for Young Adult and Student Leap Card holders by up to 50% across the TFI network of trains, trams and buses, on top of fare reductions of 20%, on average, for many other commuters. To help communicate this to public transport users, TBWA\Dublin has created a fun, up-tempo campaign running on VOD, radio, OOH and digital, as well as on Transport for Ireland social channels.
The campaign not only reminds commuters of all the places and activities their TFI Leap Card connects them with but how much more they will be able to enjoy them thanks to these savings.
“We came up with the idea of ‘Half the Fare, Double the Fun’ to highlight how public transport is about much more than just getting from A to B, especially for young adults and students,“ said Sarah Tynan, Art Director at TBWA/Dublin. “The TFI network and the TFI Leap Card connects them with their social lives, their friends and having fun. And with 50% savings on their fares, they can enjoy everything on the double!”
“We produced the video and still assets with Bolt, our new in-house production company,” said Katie Corscadden, Account Manager, TBWA/Dublin. “Having the ability to work so closely with the director, photographer, motion graphics artist and editor means we’ve been able to deliver high-quality work in a really agile, responsive way. A bit like public transport, it really is the way to go.”
“The introduction of the new Young Adult Leap Card, available to all 19 to 23-year-olds, gives up to 50% fare reductions meaning public transport is now more affordable and accessible for young adults and students in Ireland”, said Senior Marketing Officer, Martina Martinez. “The team in TBWA\Dublin delivered a bold and fun campaign which we hope will resonate with the younger audience and help generate awareness of the new Young Adult Leap Card.”
