In the last article "Promotion of culture in OOH" we wrote about a press conference taking place in a tram. Today we will talk about other events in transit media.
Transit advertising is what we have been doing for years. We made the first advertising graphics on buses and trams in the late 1980s. We can proudly say that we are a promoter of this type of advertising on the Polish market. As a national leader in advertising on public transport, we prove that you can successfully bring new quality to classic transit media by supplementing them with extensive event scenarios.
Forest on the tracks
An event embedded in the space of traditional media, such as buses, trams or public transport stops, enables direct contact with the recipients of the message and enables ongoing observation of their reactions and emotions. Moreover, which is extremely important for building the reach of the message, an engaging event receives a "second life" in the form of journalistic reports or spontaneous publications on the Internet. This natural publicity significantly increases the reach and increases the communication power of the event.
And what does it look like in practice?
Green anti-smog tram – external graphics (format: megatram)
An example of an event that achieved spectacular media success is a green tram with an anti-smog message. The initiator of the "I can stop SMOG" campaign! was the Silesian Voivodeship. Business Consulting was invited to develop a creative concept for ambient activities addressed to the inhabitants of the region. And so the idea of moving a piece of forest straight to the city center was born to show residents the advantages of clean, fresh air and smog-free breathing. A unique green tram has hit the tracks of the Metropolis. On board, surrounded by living vegetation, the sounds of forest birds, and the smell of the forest, passengers received a package of information, including: how to effectively fight low emissions, what to do in the event of an anti-smog alarm, how to take care of clean air, etc. Passengers also received a set of gadgets, including anti-smog masks.
Event tram decor
According to data from Press Service, the media equivalent of the anti-smog campaign in the form of an event on a tram exceeded the expenditure incurred on the campaign ten times and amounted to nearly PLN 1,700,000. Apart from people who had the opportunity to travel on this extraordinary tram, the message reached approximately 7,000,000 people. In the period from October 11 to October 25, 2018, a total of 571 identifiable positive media publications were published. In this way, the event based on the idea of an anti-smog tram went far beyond the "here and now" and became a nationwide, and even global, event.
Green anti-smog tram – event interior design
Coffee and dancing on the tram
Another implementation of this type appreciated by recipients and the media is the social campaign "Send the Crane". It was prepared by our agency together with the Provincial Police Headquarters in Katowice. It combines intriguing graphics on the side of the tram with a pop-up event inside the vehicle with the participation of the Golec uOrkiestra band. Tram passengers were surprised by an unexpected unplugged mini-concert performed by the Golc brothers. Imagine this situation: you are riding a tram and suddenly two passengers get up from their seats and start singing! And it turns out that they are famous artists, Łukasz and Paweł Golc. What a surprise! In an instant, the tram resounded with the sounds of music. Smartphones were used, photos were taken and videos were made, which were then posted on social media. There were even timid dances, and some of the passengers accepted with delight the Golc brothers' invitation to dance. The communication range of this unusual event was expanded thanks to the use of live video streaming.
"Let the Crane Down" event tram
The potential of using transit media in marketing communications in an unusual way has long been the ambition of Business Consulting. A few years ago, the first Tchibo tram café was created based on our idea. In addition to the suggestive external branding, the interior of the historic tram has been completely modified - sofas, armchairs and carpet have been installed. There is a coffee bar with Wi-Fi access and atmospheric music in the background. Traveling by such a tram has brought a new quality to the morning commute to work, school or university. Who wouldn't be delighted with the aroma of freshly roasted coffee filling the tram, the white tablecloth on the table and the nice smile of the person serving coffee while driving? This is how we would like to start every day!
Tchibo cafe inside the tram
Other examples
Business Consulting's portfolio also includes projects addressed to the youngest public transport passengers: a bus full of children's favorite Minions and a bus under the Kinder Surprise banner. In both cases, the buses were part of a larger event to which children and their guardians were transported, in an atmosphere of good fun and sweet gifts.
There are countless similar examples. We had a Valentine's Day tram by Mieszko, in which traveling couples were treated to "Duet" chocolates - as befits Valentine's Day. Another event was a conference tram, in which the presidents of almost all cities in the Silesian agglomeration gave interviews and talked about how they care about ecology. There was also the so-called partybus, the interior of which looked like an exclusive night club and which invited young residents of Białystok to an open-air concert by Grzegorz Hyże, which was part of our promotional project "Study in Białystok". There were public transport stops transformed into volleyball courts - as an element of the promotion of the Eurovolley Poland 2017 sports event.
Ambient stop – Eurovolley Poland 2017 campaign
City Media and the Marketing Communication Agency, Business Consulting brands, have been discovering and using the potential of transit media for over 30 years: from traditional forms of advertising to the most inventive and surprising promotional projects. Combining classic formats with technology, they use beacons, VR tools and mobile applications and successfully place them in the transit advertising space.
