Arriva’s first TV advert to be launched for the first time in Liverpool

Arriva has launched its first TV advert as part of a marketing campaign to encourage more people to choose bus travel over cars and other modes of transport.

This pilot project from Arriva, entitled ‘There’s a bus for that’, is currently being shown in Merseyside, appearing in cinemas and on demand streaming services.

The aim of the ad is not just to highlight Arriva’s services, but to bring about a change in public behaviour, making bus travel a primary consideration for their daily commute and travel needs.

The campaign’s approach differentiates it by promoting the use of buses across all operators, not just Arriva.

Research conducted in preparation for the campaign highlighted the importance of emotional engagement in driving behavior change. As a result, “There’s a Bus for That” focuses on the personal connections and convenience that bus travel can provide.

The TV ad shows a teenager using the bus to meet his boyfriend.

Extensive research was conducted as part of the marketing campaign, and those results informed what the campaign was about and how it would be communicated to users and potential users.

During the campaign, the use of buses will be tracked in the target areas. The campaign will also track how the public interacts with the campaign, such as the number of views and clicks the campaign’s online elements get and how many ticket sales are generated.

The TV ad is just one element of a long-term marketing strategy focused not only on growing the Arriva brand, but also on encouraging people to use the bus.

If the campaign succeeds in attracting more customers, then it will be rolled out in other parts of the country.

Alistair Hands, Managing Director for the Regions, said:

“We aim for sustainable growth – to attract more customers to our buses and convert them into regular passengers.

“We looked at the market to see who is traveling on the bus and who might become a customer, and that’s who we’re targeting with this campaign. We need to put the bus front and center with this campaign and to do that we need to connect with the audience on an emotional level, which can be seen in our TV commercial.”

Creative agency SNAP LDN was appointed to launch the campaign to drive behavioral change.

Bus transportation has long been underappreciated despite its crucial role in serving countless people. Instead of being valued for the essential service they provide, buses are often seen as just a commodity. However, buses are an intrinsic part of society at local, regional and national levels.

The There’s a Bus for That campaign aims to change this perception. It is a unifying initiative that addresses different audiences and their specific transportation needs. The campaign seeks to instill a sense of pride in buses by highlighting the emotional and practical benefits, recognizing the various roles buses play in people’s lives.

SNAP LDN collaborated with Girl&Bear to create the TV commercial, directed by Zak Razvi.

Jon Boardman, CEO of SNAP LDN said:

“This campaign has been a long time coming, but we pulled it off and we couldn’t be more proud of the result. It was an absolute pleasure for everyone involved in this innovative initiative. We’ve created work you’d never expect from a bus company and we hope people will both enjoy the stories and recognize the diverse roles buses play in society.”

The TV advertising campaign will initially run until August 18, 2024.

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