Background

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We work with West Midlands Metro on a retainer basis, providing creative assets and deploying marketing campaigns to fulfil a variety of the organisation's aims.

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Target Audience

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Current passengers, tourists, and local residents and stakeholders.

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Challenge

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West Midlands Metro were starting a five-phase process of implementing changes in the way Metro users bought their tickets and traveled. The five-phase process needed a campaign to communicate directly with audiences and continue to welcome them on board the Metro during times of change.

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Solution

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The characters, Wes and Mindy, were created as the campaign's ambassadors, helping to communicate complex messages and bring information about the upcoming changes to life in a friendly way.

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We designed Wes and Mindy and worked closely with bespoke puppet creators to produce the characters as physical puppets. These puppets have since been used in a series of scenarios and captured through videography, photography and animation.

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(For a behind-the-scenes look at the making of the campaign, visit this link.)

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Each phase of the campaign has a deployment plan tailored to its objectives, with tactics most effective and relevant to each audience - spanning online and offline channels.

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Results

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The campaign is currently in its third phase, with over 40 million targeted impressions received online so far.

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