MCard DaySaver: DaySaver Saves The Day
Client
MCard
Industry
Regional Government, Travel
What happens when you reimagine the daily commute in West Yorkshire as not just a necessity, but a journey filled with possibilities?
This is the vision that fueled the DaySaver campaign by MCard, launching a travel revolution from August 14th to September 24th 2023. Think of it as your backstage pass to the best of West Yorkshire - affordable, convenient, and designed for the diverse tapestry of life in regions like Kirklees, Calderdale, Wakefield, and Bradford. DaySaver tickets weren't just tickets; they were keys to a new realm of public transport, unlocking a world where commuting is no longer a chore, but a choice of convenience and comfort.
In a landscape where every penny and every minute counts, the DaySaver campaign emerged as a beacon of innovation. By weaving together a tapestry of digital advertising, email outreach, and social media buzz, MCard didn't just sell tickets; they sold an experience. An experience that beckons residents to rediscover their own regions through the lens of ease and accessibility. Imagine a daily commute that's as effortless as scrolling through your favourite playlist, where the journey is not just part of the day, but a highlight. This is the commute redefined by DaySaver - a testament to MCard's commitment to transforming public transport into a journey worth taking, every single day.
Objectives
The campaign's primary objectives were:
- Increase sales and usage of MCard day tickets among new and existing customers.
- Boost sales revenue and volume of adult bus/train day tickets to achieve a positive return on investment (ROI).
- Promote MCard tickets' convenience and value with a unified brand message.
- Encourage pre-paid ticket purchases via MCard Mobile app for customer convenience and service efficiency.
Strategy and Execution
Focusing on commuters and families, particularly those aged over 26 within specific demographic profiles, the campaign leveraged the summer holiday period to highlight the benefits of using DaySaver tickets for affordable daily adventures. The strategy included:
- OOH advertising across bus stations and city centres.
- Digital advertising campaigns leveraging platforms such as TikTok, Google PMAX, Meta, and Sunrise Radio.
- Direct email marketing campaigns to engage potential users directly.
Results
50%
Year-over-year, DaySaver ticket sales saw a 50% increase, with a notable 31% uplift in group DaySaver sales.
3.6m
Digital campaigns generated over 3.6 million impressions, directing significant traffic to the campaign's landing page, which received 21,987 visits.
27,832
The MCard Mobile app saw 27,832 new downloads, indicating a strong customer shift towards digital ticketing solutions.
£6,600
Free media exposure amounted to £6,600, amplifying the campaign's reach without additional cost.
Though our buses haven't quite learned to fly, the DaySaver campaign has spotlighted the power of targeted paths and the power of our ticketing offerings.
The roadmap drawn from this journey has highlighted several key destinations:
First stop: the significance of clear, direct messaging. This approach didn't just nudge; it significantly accelerated ticket sales and app adoption, proving that when it comes to communication, straightforward is the way forward. Next, we navigated the bustling streets of digital marketing, where TikTok and Google Ads stood out as pivotal routes in directing traffic to our landing page, transforming mere passersby into committed travelers.
Looking ahead, the journey doesn't end here. The map for future campaigns is marked with territories yet to explore, particularly in the realms of audience segmentation and personalised messaging. These strategies hold the promise of not just reaching but truly engaging our audience, ensuring that every campaign is a ticket to higher engagement and conversion rates. In the world of public transport marketing, these learnings are our compass, guiding us toward even more successful journeys ahead.
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