Icon Agency has unveiled the new Yarra Trams campaign, aimed at educating and rewarding Melbourne tram commuters to travel efficiently, politely and safely.
The Victorian-based agency was appointed by Yarra Trams to roll out the next phase of the safety brand platform ‘This is how we Tram’, with the aim of encouraging positive behaviour, camaraderie and passenger etiquette on trams.
The campaign, due to continue rolling out over the next few months, focuses on key areas of passenger behaviour to assist in the safe and reliable operation of tram services.
‘Become a True Trampion’, Icon’s fourth campaign with Yarra Trams, has been placed across outdoor tram stops, on board media, digital and Yarra Trams social media channels.
With a strategy to encourage camaraderie and show how good passenger etiquette is something to be admired, the campaign aims to encourage commuters to do the little thingswhich make it easier and safer for others to get on and off – and help tram drivers keep to the timetable.
Loveable Melbourne tram coach safety icon, Tram Coach, has been transformed into three gold trophies which illustrate the three core messages of the campaign: clear the steps, clear doorways and move in to touch on.
Says Ed Bechervaise, creative director, Icon Agency: “Our latest campaign for Yarra Trams focuses on behavioural change and etiquette – in essence, educating tram passengers on techniques that make the tram journey experience smoother for everyone. The trophy approach allows us to reward and recognise best practice tram behaviour we would love people to ‘trampion’ every day.”
The creative and digital campaign is running online and offline. The digital campaign targets daily commuters and highlights techniques in being more aware of fellow passengers. Thereafter, the advert encourages consumers to adopt behaviours that allow others to board and disembark safely, easily and efficiently.
Says Emilie van de Graff, director, passenger and network innovation, Yarra Trams: “Safety is always a top priority at Yarra Trams. That’s why we knew we had to relay these transport etiquette messages to daily commuters in an engaging but educational style. Tram Coach as a ‘trampion’ from the creative team at Icon Agency really helps to get the right messages across.”
Yarra Trams delivers more than 5,000 services a day and their focus is on delivering safe, reliable and easy-to-use services for their passengers.
For more information, visit here.
Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Manager Brand, Advertising and Marketing – Terese Scalise
Advisor Marketing – Min-Sean Chew
Agency – Icon Agency
Creative Director – Ed Bechervaise
Creative Director – Rod Clausen
Group Account Director: Hazel Tiernan
Account Director/Producer: Sam Cairns
Senior Designer: Nana Derkyi
Studio Manager: Mark Oriondo
Production Partner – Yukfoo Animation
Animation producer – Amy Neave
3D artist – Deep Chahal
Creative Director: Alan Dickson