Case Study: First Bus inspires young people to get back on the bus with MadeBrave

First Bus stops the scroll with MadeBrave and reaches under-23s across 6 social-first scenarios

First Bus, a leading UK public transport provider, faced a significant challenge with declining bus usage among young people under 23, a trend that had worsened since the pandemic. They hired the creative agency MadeBrave to create a campaign that would reverse this trend by boosting awareness and uptake of their various discount and free travel schemes across the UK, aiming to create a lasting platform for the brand.

The solution developed by MadeBrave was the "LFG" (Let's Freaking Go) campaign, a strategy framed around using social trips with friends as a gateway to bus travel. The creative solution was designed for short-form video on platforms like TikTok, Instagram, Snapchat, and YouTube, and included a presence on Roblox and outdoor advertising. MadeBrave's campaign successfully stopped the scroll with attention-grabbing content, making the bus brand feel more relevant to a young audience. While specific metrics are not provided in the text, the case study notes the concept tested positively for impact and emotional connection.

First Bus