Aberdeen-based transport group First Bus has today (17 July) launched a new, omnichannel brand campaign to encourage the public to ‘rediscover the joy’ of taking the bus this summer.
Developed in partnership with Scottish agency MadeBrave, ‘Catch the Summer’ will be spearheaded by a vibrantly colourful 40-second spot that looks to inspire a ‘stress-free summer’.
With media planning and buying handled by the7stars, the creative will look to invite people to ‘Plan, Tap and Ride’ their way through the summer holidays with the First Bus app.
“We set out with the ambition of building a campaign that would capture the imagination of people across the UK towards bus and the doors it can open for parents and kids alike during the summer months,” First Bus head of campaign strategy, John Maclean said.
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“With our new ‘Catch the Summer’ campaign, MadeBrave has allowed us to continue to push the boundaries of what people would normally expect from a bus operator with a fun, vibrant and playful approach.
He continued: “Whether people are thinking of going to the park with friends for a barbecue, heading to the beach with family or simply grabbing an ice cream on a hot day, we hope this campaign will bring joy to their faces and inspire many to choose the bus as their go-to mode of transport this summer.”
Running across broadcast video-on-demand, cinema and radio, the campaign will also pushed out via Reach, Meta, YouTube and Snapchat in a bid to target a younger demographic.
MadeBrave deputy creative director, Naresh Subhash added:“No-one said bus ads need to be boring. In a summer plagued by the cost of living and the effects of the climate crisis, more than anything, people are looking for a little bit of respite.
“One way to inspire change for the better – both for our planet and for our community – is through injecting and inspiring a bit of joy. Just, unadulterated, joy. That’s the kind of work we are creating in partnership with our clients First Bus.”
