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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands