We were commissioned to propose an intense but subtle campaign utilising all of Independent Life’s digital channels to position First Bus as the local enabler rather than the hero of the piece. In keeping with Independent Life’s brand style, they chose to showcase the businesses and venues that the buses take you to with subtle brand messaging rather than hard promotion. We had very definitive audience profiles and commercial pillars to address.
We operated across 6 Yorkshire cities and produced content split 50% white label and 50% utilised across our channels.
We’ve been really impressed with Independent Life’s local knowledge and how they’ve responded to our changing objectives.
In our drive to persuade people out of their cars to discover local by bus they have proved to be an invaluable ally with their dynamic on the ground approach.
John Godfrey Head of Brand Strategy
