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...