Quirky transport campaigns that cut through
Currie helped Metlink (now called Public Transport Victoria) in the development of a number of quirky campaigns from 2009 to 2011.
We developed and promoted a YouTube video with the Bedroom Philosopher called “Hurstbridge So Sober” based on a parody of hit single, “Northcote So Hungover”, promoting a new Journey Planner app.
We also developed and implemented a pop up garden at tram stops in the centre of Melbourne.
The clip helped to achieve a 37 per cent growth in the first time downloads of the journey planner iPhone app, increasing to 49 per cent per week in the final three weeks of the campaign, while our representatives based in the Metlink pop up gardens lifted awareness with morning commuters of just what Metlink was all about.