Join the real social network

Challenge

During the COVID-19 pandemic, the Welsh public were asked to stay at home, keep their distance from others and avoid using public transport. This resulted in the demand for public transport at an all-time low, perceptions being negative and a dramatic reduction in revenue. 

Solution

To encourage people back onto public transport and active travel, we needed to begin instilling behaviour change across Wales, shifting the nation from a car dominant nation to one that makes more sustainable travel choices in a post-pandemic world.

We developed a strategic brand-led campaign, working with behavioural scientists, research partners and our award-winning creative team to create a new positioning for the brand that had the ability for long-term brand building, and short-term sales activations.

“The Real Social Network” positions Transport for Wales as a network that facilitates real life connections, builds communities, and helps people access opportunities – the true meaning of a social network. A network where status updates really mean something, the tears aren’t emojis and you can spend your time strolling, not scrolling. 

Filmed at 10 locations across Wales, The Real Social Network features a diverse range of demographics, showing people of different ages, genders and backgrounds using public transport to re-connect with family and friends, get out and about to the places they love, and explore new destinations. Activated across TV, radio, OOH, social media, digital display and as part of Wales’ first bilingual ITV Wales Weather sponsorship, this was Wales’ first brand-led, multi-modal public transport campaign. 

Activation

Once establishing the campaign at a brand level, we flexed the proposition to work for a number of tactical sales-driven messages for the rail, bus, and active travel arms of the business. The real social network provided a creative platform for a fully-integrated, coherant campaign.