Public Transport Victoria Outdoor, Case study Donation Posters by GPY&R Melbourne
Public Transport Victoria: Donation Posters
Awards:
| Cannes Lions, 2015 | ||
|---|---|---|
| OUTDOOR | AMBIENT: DIGITAL SCREENS | BRONZE |
| OUTDOOR | ADAPTED OUTDOOR: ADAPTED BILLBOARDS AND OUTDOOR POSTERS | BRONZE |
| DIRECT | USE OF DIRECT MARKETING: DIRECT RESPONSE PRINT OR STANDARD OUTDOOR (INCL.INSERTS) | BRONZE |
| Spikes Asia, 2015 | ||
| Direct | Product/Service: Charities, Public Health, Safety & Awareness Messages | Bronze Spike |
| Outdoor | Outdoor: Ambient: Digital screens | Gold Spike |
| Media | Use of Media: Use of Outdoor | Silver Spike |
Credits & Description:
Client: PUBLIC TRANSPORT VICTORIA
Product: CHARITY
Product/Service: CHARITY
Advertising Agency: GPY&R Melbourne, AUSTRALIA
Chief Creative Officer: Ben Coulson (GPY&R)
Executive Creative Director: Ben Coulson (GPY&R)
Creative Director: Jake Barrow (GPYR)
Senior Art Director: Jake Barrow (GPYR)
Photographer: Tong Sarin (Tong Sarin Photography)
Senior Copywriter: Katie Britton (GPY&R)
Group Account Director: Matilda Hobba (GPY&R)
Senior Account Manager: Lachy Lamour (GPY&R)
Editor / Director: Tom Marley (GPY&R)
Describe the brief from the client:
We created a direct marketing campaign for our clients Public Transport Victoria and Ladder. Ladder deals with the issue of youth homelessness in Melbourne. Our campaign targeted public transport users with MYKI travel cards and accounts, encouraging them to help the less fortunate get home too via a small donation when they topped up their account.
Creative Execution:
We embedded MYKI terminals (the system PTV use for customers to top up their travel cards) into metrolites, making for a simple and effective donation mechanism that also delivers a heartfelt message. Every time someone touched their MKYI card onto the terminal in the poster, a small donation was made to Ladder. We dotted the metrolites around the city close to public transport. The campaign is ongoing.
Describe the creative solution to the brief/objective.
The target audience were existing public transport users who use the system every day. They know the Public Transport Victoria brand well. Transport users in Victoria have a MYKI card which they physically top up at machines around the city so they can travel. A direct marketing campaign using outdoor - static and digital - was perfect channel for our idea.
Describe the results in as much detail as possible.
So far PTV have been able to provide 1.4mil to help Ladder, who have been able to open a new support centre. Awareness for Ladder and the work they do with Melbourne’s disadvantaged youth has increased. The success of the PTV and Ladder partnership continues to grow.