PR Moment 2019 Winners
We won the Public Sector Campaignof the Year award at the PR Moment Awards
What we did
In a nutshell
TfGM wanted to raise awareness of behaviours deemed socially unacceptable.
Vaping, littering and seat-hogging were some of the annoying passenger behaviours identified by Transport for Greater Manchester (TfGM) and its Metrolink customers.
To encourage passengers to think about fellow commuters, Jam devised a cheeky, yet educational, integrated campaign to help Metrolink customers make positive changes.
Then we acted…
10 quirky monsters were launched via a series of outdoor media and organic and paid social media, to build awareness of the campaign.
A mobile-optimised microsite, home to an animated game and interactive quiz.
A first for TfGM, a bespoke game was created. Complete with character choices, gradual difficulty increase and realtime leaderboard.
Our interactive quiz established which monster users’ tram habits most closely resembled, providing shareable results, including graphics.
A multifaceted social media campaign promoted the campaign, generating engagement and clicks to the microsite.
Competitions were run with prizes for the top gamers and randomly selected quizzers.
We developed a bespoke Snapchat filter allowing people to Snap themselves with the monsters at various Metrolink platforms.
We designed a range of fun merchandise to be handed out to commuters.