Auckland Transport

Needy Speedy

Services:
TVC
Social
OOH

Challenge

Auckland has one of the highest car ownership rates in the world, yet 750,000 Aucklanders live within 500 metres of a frequent bus service. How could we persuade people to leave their cars at home and give public transport a go?

Solution

Your car doesn’t have to be your one and only. In TV, OOH and radio, we created a campaign persuading Aucklanders to cheat on their cars with public transport. The campaign featured a young woman who decided to catch the bus to work, instead of taking her car. This resulted in her little yellow Nissan showing up at her office, sulking in reception.

Success

This unique, humorous approach gave AT a way to showcase buses, trains and bikes without denigrating cars. And it clearly resonated with drivers, resulting in a record number of bums on seats.