Auckland Transport

WX1

Services:
Social
OOH

Challenge

Auckland Transport had invested in WX1, New Zealand’s first fully electric double-decker route, connecting Westgate within the city centre. But 97% of West Auckland trips were still made without public transport. Better buses alone would not break the driving habit.

Solution

Don’t announce the bus route. Release a track. We partnered with West Auckland hip-hop artists Church & AP to create a WX1 anthem, released on Spotify. It’s How the West Moves connected the route with the places, voices and pride its communities shared.

Results

62% said the campaign created pride and connection to the West.