Auckland Transport

Mix Your Go

Services:
TVC
Social
OOH

Challenge

After the pandemic, Aucklanders were working from home more and using public transport less. Car use was rising, roads were congested and Auckland Transport’s revenue was falling. Auckland Transport needed people to reconsider public transport.

Insight

For many Aucklanders, choosing how to travel had become automatic. They reached for their car keys without considering the alternatives. Challenging their attachment to cars would only create resistance. We needed to make public transport feel like an easy addition to their lives.

Solution

Make the car part of the answer.

“Car inclusivity” became the strategic unlock behind Mix Your Go: an invitation to combine driving with buses, trains, ferries, walking and cycling whenever it made sense. Distinctive transport icons and a memorable phrase made those choices easier to recognise and recall, helping interrupt the habit of taking the car for every trip.