Yarra Trams targets ‘out of towners’ in latest ‘This is how we tram’ campaign via Icon Agency
Yarra Trams’ iconic ‘Tram Coach’ is back in a new campaign via Icon Agency, aimed at making visitors to Melbourne feel welcome and travel safely.
The campaign aims to educate visitors around how to safely travel on a tram, helping reduce incidences of falls and injuries.
The new executions continue the award-winning safety brand platform ‘This is how we tram’, and feature Melbourne’s much-loved Tram Coach character.
In this latest campaign, ‘Wherever you’re from, this is how we tram’, Tram Coach greets visitors from far-away places, making them feel welcome and demonstrating important tram safety tips.
An integrated media plan geo-targets interstate and international visitors, serving content to show people the ropes before arrival. Once they arrive, outdoor and in-tram media and collateral remind visitors how to enjoy tram travel safely.
Now in its third iteration, the Tram Coach campaign was created by Icon’s creative director team, Ed Bechervaise and Rod Clausen.
Says Bechervaise: “Melbourne is a cosmopolitan city. We mix easily with people wherever they’re from and welcome them with open arms. Tram Coach has been teaching locals how we tram for a while now. We thought it was time to take his message right out there. Now he’s a global safety ambassador for Melbourne’s trams.”
Says Clausen: “Trams are a Melbourne icon and one of the best ways to see the sights, getting a real authentic taste of our great city. But if you’ve never been on a tram before, it may be a different experience at first. We specialise in behaviour change and thought a campaign that uses Tram Coach’s universal charm would be a fun way to capture and retain consumer attention.”
Icon was responsible for creative strategy and implementation.
The campaign will roll out through July and August across digital Destination Melbourne tourist channels, social media, Adshels, and mixed tram media.
For more information, please visit: https://yarratrams.com.au/tram-safety.
Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Customer Experience Manager – Terese Scalese
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
Illustration – Ben Sanders
Production Company: Visible Studios
Director: Nick Kozakis
DOP: Carl Allison and Dillon Pearce
Executive Producer: Tim Whiting
Sound design – Benni Knopp
17 Comments
Love it. I just with the real life coach was as swol as the cartoon guy. He can sit.
Just awesome. Sydney eat your heart out.
Gotta say this stuff is the best thing from Yarra Trams in a long while. It puts their tram tracker etc to sleep. As much as I liked the rhino, is is way more interesting lasting
Sorry, but as someone who isn’t fortunate enough to live in a suburb that has a tram line i interpreted the first execution in a completely different context. Once i scrolled down and saw the other 2 i realised what you’re getting at but i’d be careful where you place the first one. Kinda looks like you’re telling all the old fuddy duddies from Frankston what life in the big, cool city is like.
Yeah so there’s creepy old guys with ice pipes and chicks need to take extra measures to defend themselves. This is how we tram alright. Also your web address is misaligned.
PSA: The only step you need to remember is to always have a valid ticket, given the zero-tolerance approach of the inspectors towards out of towners.
Great stuff Ed & Rod, you guys have been killing it at that agency. This is classic.
Sorry these feel like a client’s first thoughts that somehow got made. Trams could be a cool client, look at Metro. Unfortunately this is less creative than the Kmart ad
What a train crash.
Disagree with the above. This is hilarious. What was the last Kmart ad that got past the dancing whateverness. This is actually funny.
For a blog full of stuff like ‘Mum’s sause’ (vomit) this is actually, and simply good. As in engaging, funny, not trying to hard etc. Nice one tram people.
Tram me up Scotty. There’s no ticket inspectors where we’re going.
Intergalactic another dimension another dimension
Refreshing to see illustrations.
Stop the press.
The web address is not aligned to “From” also… there is a space missing on the last creative after “call”
Tram coach’s body is completely unattainable without surgically removing ribs and sets inappropriate precedents for social norms around cis-gendered male body image
I just find it amazing that anybody needs to be told how to ride on a tram. It’s a bit like a bus or a train.
This is so fucking bad, I’m amazed it got past anybody, let alone the dumb bastards who thought it was good enough, or humourous enough to ask some of Australia’s most awarded and lauded creative people to have a look at it and maybe comment. Why, why, why would you do that, you dolts?