First Bus - Free to Explore
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First Bus - Free to Explore *
Challenge: The buses have lost street cred.
The Opportunity: To work with First Bus Scotland to help launch the Scottish Government’s Free Bus travel for under 22s program. Nurturing the next generation of bus users.
The idea: Free to explore. Create a social-first campaign through iconic Scottish grime, using a familiar nursery rhyme to position the bus as the vehicle of freedom for a new generation.
Results: Pass revenue went up by 3%, free pass sign-ups rose by 5%, brand perception improved by 3.5%, and pass use increased by 2%, beating every goal.
To maximise reach and engagement among Gen Z and young adults, the “Free to Explore” campaign launched across high-traffic digital platforms—Meta, TikTok, and Roblox—alongside Scotland’s leading online youth magazine, The Skinny.
Award-Winning Impact
Silver Winner at the Marketing Star Awards and Gold Winner of 'Marketing Campaign of the Year' at the UK Bus Awards—a testament to our creative excellence and campaign effectiveness.
Recognised at the Glasgow Chamber of Commerce Awards and shortlisted for the PRWeek Awards, our campaign set a new standard for youth engagement and brand growth in public transport marketing.
A campaign that used paid ads on various social media platforms.
Developed a consumer experience ecosystem with the strategy team
Phase two - Participation
Now that we have their attention, we want them to join the conversation. The best way is through the Under 22’s way of expressing themselves - a unique collection created in collaboration with local talents and brands. Driving both digital and Press fame.
First Bus - Free to Explore
*
First Bus - Free to Explore *
Challenge: The buses have lost street cred.
The Opportunity: To work with First Bus Scotland to help launch the Scottish Government’s Free Bus travel for under 22s program. Nurturing the next generation of bus users.
The idea: Free to explore. Create a social-first campaign through iconic Scottish grime, using a familiar nursery rhyme to position the bus as the vehicle of freedom for a new generation.
Results: Pass revenue went up by 3%, free pass sign-ups rose by 5%, brand perception improved by 3.5%, and pass use increased by 2%, beating every goal.
To maximise reach and engagement among Gen Z and young adults, the “Free to Explore” campaign launched across high-traffic digital platforms—Meta, TikTok, and Roblox—alongside Scotland’s leading online youth magazine, The Skinny.
Award-Winning Impact
Silver Winner at the Marketing Star Awards and Gold Winner of 'Marketing Campaign of the Year' at the UK Bus Awards—a testament to our creative excellence and campaign effectiveness.
Recognised at the Glasgow Chamber of Commerce Awards and shortlisted for the PRWeek Awards, our campaign set a new standard for youth engagement and brand growth in public transport marketing.
A campaign that used paid ads on various social media platforms.
Developed a consumer experience ecosystem with the strategy team
Phase two - Participation
Now that we have their attention, we want them to join the conversation. The best way is through the Under 22’s way of expressing themselves - a unique collection created in collaboration with local talents and brands. Driving both digital and Press fame.
Phase two: The Free to explore merch
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Phase two: The Free to explore merch *
Launched with an immersive event in Glasgow, earning 17 press features (14 online, 3 print) in major outlets like The Times, The Herald, and STV News.
Reached 86M people, generated 293,800 online views, and secured 35 media opportunities through proactive and reactive outreach.
Influencer activity drove 935,066 TikTok views (6 influencers) and 164,000+ organic Instagram impressions.
