Govia Thameslink Railway
INFLUENCING HABITS, CHANGING BEHAVIOURS
A selection of campaigns produced for train operating company GTR - Govia Thameslink Railwa. At the core the aim was to help raise awareness and increase the adoption of its paperless Key Smartcard on their commuter lines (Southern, Thameslink and Great Northern).
Produced whilst working with The Team - Creative branding and communications consultants.
MAKE THE SWITCH
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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GTR were looking to encourage commuters to switch to digital methods so that eventually ticketing would be entirely paperless – a ‘smarter’ approach to ticketing. This first campaign targeted regular commuters; those renewing season tickets on a weekly, monthly or annual basis.
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Previous Key Smartcard communications had been functionally led, e.g. ‘Faster’ and ‘More Secure’. But to really resonate with the harder-to-switch group of customers, we wanted to make the messaging more personal, to get to the heart of what would compel them to act and make the switch.
SMART WEEK
To join with a national initiative known as ‘Smart week’ which aims to raise awareness and encourage commuters using paper season tickets to switch the the Smartcard alternative.
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During national Rail Smart week, GTR wanted to highlight special promotions, encouraging those who switch to the Smart Card, could win back the value of their season ticket.
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The concept involved visual puns around spinning and switching.
The campaign had to have flexibility to be used across the three separate train brands: Southern Railway, Thameslink and Great Northern Railway.
TAP TO TRAVEL
Campaign to raise awareness that the contactless travel zone was expanding to new stations on the GTR network.
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The pay as go contactless travel zone was being extended to new stations on the GTR network. Meaning there are now even more ways to pay and travel. In order to ensure passengers were aware of the updated options.
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We used visuals of so many colour bank cards in eye-catching compositions that represent the benefits of using contactless: simplicity, convenience and choice.
