Auckland Transport

Make travel time me-time

Services:
TVC
Social
OOH

Challenge

Aucklanders had many reasons to leave the car at home and hop on a bus or train. Research showed 63% of car trips had a viable public transport alternative, and two in three people were willing to change how they travelled. Yet, habit kept winning. So, Auckland Transport needed to help Aucklanders see the benefits of public transport beyond the same old messaging about functionality.

Solution

Driving demands your attention. Public transport gives it back. That insight became Make Travel Time Me-Time, reframing the commute as a third space to read, watch, knit, learn or simply switch off. We made the journey itself part of the reward.

Results

55% said public transport felt more appealing.

7.3% growth in public transport trips.