Transport for London (TfL) has launched a customer-centric campaign to drive awareness of the ongoing range of improvements it’s making across its network.
Developed in partnership with creative agency VCCP and Wavemaker, the creative will look to communicate to Londoners how much TfL cares about its customers, and what improvements are being made to its respective tube, bus, overground, DLR, tram, road and cycle networks.
Led by a 40-second hero film, the campaign will showcase the many improvements that TfL has already made to its bus fleet and cylceway network, alongside the extensive work it has carried out to make over 200 stations step-free.
The film uses the theme of light to illustrate the ways in which TfL is improving its network and features real TfL staff and Londoners throughout to tell the story of a ‘better London’.
“Keeping London moving is central to everything we do and we know customers want to know how we’re improving services and taking bold steps to be London’s strong, green heartbeat – getting people around the city quickly and sustainably,” TfL head of customer marketing and behaviour change, Miranda Leedham, said.
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“By working with VCCP we are shining a light on the great work across our services that’s helping our customers now and how we’re preparing for the future. The Purpose campaign is a great way to help more of those travelling in London choose public transport, and every penny we receive through fares is reinvested back into the transport network.”
The creative will usher in a new platform for TfL going forward and will be present throughout the entirety of its media estate.
Running across TV, video-on-demand, online video, digital and print out-of-home, the campaign will be further supported by press and CRM executions.
VCCP creative director Simon Learman added: “We all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming.
“It will remind us how we all have cause for optimism with the massive investment in both current and future projects. These improvements will transform our city, how we travel and make all our journeys brighter.”
