First Bus: FirstGroup Buses Free Trial

The bus operator, First Group, targeted a specific band of households centred on bus routes with the emphasis of the message on convenience.

First Bus: FirstGroup Buses Free Trial

MIKE COLLING & COMPANY

CLIENT • First Bus

THE TEAM • Mike Colling, Ian Prager.AI Hubbard, Bodhi Morrison, Katherine Scheibli.

WHAT IS WONDERFUL ABOUT THIS WORK? • We used online like door drops, to target very small, specific areas of the country. This gave us an ROI of 3.1 to 1, as 52% of bus trialists became full paying travellers. We estimate we saved 177 kg CO2 emissions per person: that's eight return Eurostar journeys to Paris each.

OBJECTIVES• Generate a large volume of bus trialists on identified...

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