Case Study: First Bus boosts senior bus pass usage with MadeBrave's national integrated campaign

First Bus boosts senior bus pass usage with MadeBrave and a UK-wide campaign

The customer, First Bus, one of the UK's largest bus operators, needed to increase revenue by boosting the use of senior concession cards, which had not recovered to pre-pandemic levels. They engaged the vendor MadeBrave to create a campaign to address this challenge.

MadeBrave developed the "Life begins at bus pass" campaign, which reframed the bus pass as a symbol of freedom to inspire 60-somethings to travel more. The solution was based on deep insight that this audience felt their world was shrinking and used authentic stories of adventure. The integrated campaign was activated through BVOD, national radio, targeted social content, and a PR roadshow. The campaign successfully helped First Bus speak directly to millions of pass holders to drive usage and foster a positive attitude towards public transport.

First Bus