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Transport for Greater Manchester

Stomping out annoying behaviour with Metrolink Monsters

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

tfgm testimonial

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.

metrolink monsters

Winner

Public Sector
Campaign of the Year

PR Moments Award

Let's JAM!

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