System One

Case Study - System One


The brief - Juice Digital was approached by System One Travel in June 2010 to help raise its profile in Greater Manchester. The agency was tasked with implementing a creative on and offline strategy to attract new customers, secure engagement with existing customers and communicate the travel card offering to the community online.

Objectives

  • Engage with existing customers while targeting new ones
  • Encourage debate and interaction on new and existing social media channels
  • Position System One as a 'voice of Greater Manchester'
  • Communicate the benefits of integrated ticketing and bus travel in a fun and accessible way
  • Develop relationships with key influencers and boost buzz across online platforms

Audience/s

  • Public transport users in Greater Manchester
  • Potential public transport users in Greater Manchester
  • Young professionals, students and youth who are considering using public transport

Approach - Juice Digital embarked on a digital campaign to raise the profile of System One and encourage potential customers to take-up its travel offering, through launching a competition to find the ten wonders of Greater Manchester.

The digital campaign involved encouraging debate and interaction, by harnessing regional pride in a competition within the boroughs of Manchester as to who has the 'best wonders' in their area? People were driven to enter the competition through targeted messages and engagement on Twitter and Facebook as well as through traditional PR coverage secured in key regional titles and local blogs.

A judging panel of high-profile influencers was selected to choose a shortlist of 15 entries which will be put to the public vote at the end of October.

Results
In the period between June and September 2010 the following output was achieved:

  • Increased buzz by 100%
  • Engaged with key influencers and secured blog coverage with a combined reach of 345,000
  • Secured 155 members of the Facebook Group and 95 picture entries to the competition
  • Increased Twitter following by 629 (a 52% increase) and boosted listings from 27 to 51 (a 47% increase)

I’m Sarah Halton