Give yourself a lift cycling campaign

With the a rapidly growing population at Green Square, public transport is reaching its capacity. Unsurprisingly, local residents cite transport connections as one of the main issues for the area.

This issue provided an opportunity to promote Green Square’s cycling connections and raise awareness of the benefits – and ease – of riding a bike.

The campaign was developed using results from social research, the Census and My Place survey, along with travel data from Transport for NSW data to assess location-specific travel habits at bus stops. The team presented a highly targeted campaign that included print, digital and outdoor advertising and events in the area.

Timeline
March - April 2018
Project team
Led by the walking and cycling team with support provided by Creative Services and the web team. This project was part funded by Transport for NSW.

Our objectives

  1. To raise awareness of cycling as a transport option among local Green Square residents
  2. To highlight that riding to the City or UNSW is quick and easy
  1. To raise awareness of cycling as a transport option among local Green Square residents
  2. To highlight that riding to the City or UNSW is quick and easy

Who we targeted

  1. People who live in the Green Square local area
  2. People who travel by bus or train from the Green Square area

Our approach

The strategy for this highly localised, integrated campaign was shaped using data insights. Approach and messaging was based on research findings that suggested practical measures such as time, distance and cost savings would resonate best with our target audiences. This information was featured most prominetly throughout the campaign which utilised outdoor advertising, digital advertising, direct mail, social media, event activations and media.

The campaign included a significant amount of face-to-face engagement with bus stop commuters and attendees of try-a-bike sessions and tune up events. The cycling Facebook Messenger chatbot complemented the reach of this offline activity by providing instantaneous online route advice.

What we did

We used the following tactics to bring this campaign to life:

Social media advertising

Outdoor advertising

Insights and analytics

Display advertising

Conversion marketing

Highlights

57% of survey respondents were able recall the campaign and half claimed they would be more likely to ride more as a result.
1837

cycling maps distributed

(during the campaign period)

14962

advertising reach

via Facebook