Arriva’s first ever TV advert to be launched first in Liverpool

Arriva has launched its first-ever TV advert as part of a marketing campaign aimed at encouraging more people to choose bus travel over cars and other modes of transport.

This pilot project from Arriva, titled ‘There’s a Bus for That’, is currently being showcased across Merseyside, appearing in cinemas and on-demand streaming services.

The goal of the advert is not only to highlight Arriva’s services but to bring a change in public behaviour, making bus travel a primary consideration for daily commutes and travel needs.

The campaign’s approach sets it apart by promoting bus usage across all operators, not just Arriva.

Research conducted in preparation for the campaign highlighted the importance of emotional engagement in driving behaviour change. As a result, ‘There’s a Bus for That’ focuses on the personal connections and convenience that bus travel can offer.

The TV commercial shows a teenage boy who uses the bus to meet up with his crush.

Extensive research has been carried out as part of the marketing campaign and those results have informed what the campaign is about and how bus users and potential bus users will be communicated with.

Throughout the campaign, bus use will be tracked in the target areas. The campaign will also track how audiences are interacting with the campaign, such as the number of views and clicks the online elements of the campaign are getting and how many ticket sales it’s driven.

The TV ad is just one element of a long-term marketing strategy focussed not only on growing Arriva’s brand but also on encouraging people to use the bus.

If the campaign is successful in attracting more customers, then it will be rolled out in other parts of the country.

Alistair Hands, managing director, regions, said:

“We have our sights set on sustainable growth – getting more customers on our buses and turning them into regular passengers.

“We’ve looked at the market to see who travels by bus and who could potentially become a customer, and that is who we’re targeting with this campaign. We need to put bus front of mind with this campaign, and for us to do that we need to connect with the audience on an emotional level, which can be seen in our TV advert.”

Creative agency SNAP LDN was appointed to launch the campaign to drive behaviour change. 

Bus transport has long been under-appreciated despite its crucial role in serving countless people. Rather than being valued for the essential service they provide, buses are often seen merely as a commodity. However, buses are an intrinsic part of society at local, regional, and national levels.

The There’s a Bus for That campaign aims to change this perception. It is a unifying initiative that addresses different audiences and their specific transport needs. The campaign seeks to instil a sense of pride in buses by highlighting the emotional and practical benefits, acknowledging the various roles buses play in people’s lives.

SNAP LDN worked with Girl&Bear to create the TV ad, directed by Zak Razvi.

Jon Boardman, CEO of SNAP LDN said:

“This campaign has been a long time coming, but we made it, and we couldn’t be prouder of the result. It’s been an absolute pleasure for everyone involved in this ground-breaking initiative. We’ve created work that you’d never expect from a bus company and we hope people will both enjoy the stories and recognise the diverse roles buses play in society.”

The TV ad campaign will initially run until August 18, 2024.

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