Transport for Greater Manchester
Stomping out annoying behaviour with Metrolink Monsters
Award winner
Transport for Greater Manchester keeps Greater Manchester moving
The Challenge
Raise awareness of behaviours deemed socially unacceptable whilst commuting, and encourage commuters to be more mindful of fellow passengers.
The solution
Impactful creative
Outdoor media
Microsite
Digital assets
Interactive quiz
Animated game
Social media management
Merchandise
What our clients say
“A positive reinforcement of behaviours and in general there has been some very good feedback from both customer service representatives and customers”
Metrolink Operators
Our extraordinary thinking
Mancunians are playful, so our integrated campaign was cheeky, yet educational, to help Metrolink customers make positive changes.
Our 10 quirky monster characters, including Vaping Vera and Rude Jude, were to help personify these annoying behaviours.
To encourage commuter buy-in, we knew we had to get interactive, and so we created a rather addictive game, with a leaderboard to get Mancunians competing!
Delivered
We launched via a series of outdoor media and organic and paid social.
Centred around a mobile-optimised microsite, our campaign featured an interactive quiz for commuters to establish which monster they most resembled due to their commuting behaviours, providing shareable results and striking graphics.
Our animated game saw users choose a ‘good’ monster to make their way through a tram, jumping and sliding to avoid ‘bad’ monsters, collecting points, with top scorers featured on a leaderboard.
Results
Winner
Public Sector
Campaign of the Year
PR Moments Award
