Title | DONATION POSTERS |
Brand | PUBLIC TRANSPORT VICTORIA |
Product / Service | CHARITY |
Category | D07. Charities, Public Health, Safety & Awareness Messages |
Entrant | GPY&R Melbourne, AUSTRALIA |
Entrant Company | GPY&R Melbourne, AUSTRALIA |
Advertising Agency | GPY&R Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Coulson | GPY&R | Chief Creative Officer |
Ben Coulson | GPY&R | Executive Creative Director |
Jake Barrow | GPYR | Creative Director |
Jake Barrow | GPYR | Senior Art Director |
Tong Sarin | Tong Sarin Photography | Photographer |
Katie Britton | GPY&R | Senior Copywriter |
Matilda Hobba | GPY&R | Group Account Director |
Lachy Lamour | GPY&R | Senior Account Manager |
Tom Marley | GPY&R | Editor / Director |
We created a direct marketing campaign for our clients Public Transport Victoria and Ladder. Ladder deals with the issue of youth homelessness in Melbourne. Our campaign targeted public transport users with MYKI travel cards and accounts, encouraging them to help the less fortunate get home too via a small donation when they topped up their account.
We embedded MYKI terminals (the system PTV use for customers to top up their travel cards) into metrolites, making for a simple and effective donation mechanism that also delivers a heartfelt message. Every time someone touched their MKYI card onto the terminal in the poster, a small donation was made to Ladder. We dotted the metrolites around the city close to public transport. The campaign is ongoing.
The target audience were existing public transport users who use the system every day. They know the Public Transport Victoria brand well. Transport users in Victoria have a MYKI card which they physically top up at machines around the city so they can travel. A direct marketing campaign using outdoor - static and digital - was perfect channel for our idea.
So far PTV have been able to provide 1.4mil to help Ladder, who have been able to open a new support centre. Awareness for Ladder and the work they do with Melbourne’s disadvantaged youth has increased. The success of the PTV and Ladder partnership continues to grow.