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).
MARKETING & ADVERTISING | SIGNAGE & WAYFINDING | CUSTOMER EXPERIENCE
CREDIT: Produced whilst working with The Team - Creative branding and communications consultants.
The Key Smartcard
MAKE THE SWITCH
Encouraging regular commuters who still use paper season tickets, to make the switch to The Key Smartcard instead.
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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.
CAMPAIGN RESULTS
The campaign resulted in a 10% increase in Smartcard sign up’s year-on-year.
Smart ticketing week
CREATING A BUZZ
Campaign to help GTR join with a national initiative across the UK train network, 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.
Ticket validators and station signage
TAP TO TRAVEL
Updated signage around train stations, accompanied by a 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.
