Rider retention was the key focus for this campaign. Our task was to develop a strong consumer proposition that encouraged consumers to put away the car, avoid the traffic jams and rush hour headaches this festive season and make their Christmas journeys with Arriva every day.
Growing up we all enjoyed the excitement of seeing what was hidden behind that day’s advent door and feeling the daily dose of festive fun! So we thought why not take this anticipation onto a much a larger scale and encourage Arriva’s riders to countdown the festive season using an advent prize draw mechanic that offered daily prizes as well as a grand prize holiday.
Arriva Advent Prize Draw – a striking, impactful 24-day promotional campaign in partnership with On the Beach was born. We developed a multi-channel communications programme to maximise campaign awareness and engagement covering radio, street teams, on-bus and animated digital banners.
Up for grabs was a £2,500 holiday to an On the Beach destination supported by a daily prize draw as well as a range of money and percentage-off discount codes designed to drive entrants back onto Arriva buses.