QBC Direct Marketing Campaign Dublin Bus

Image Now developed a large scale direct marketing campaign to promote the Dublin Bus extensive Quality Bus Corridors and increase passenger numbers along six designated routes. A direct marketing campaign was designed to reinforce the benefits of the QBC's under the slogan ‘Quicker, Better, Cleaner’.

Image Now designed a direct marketing creative template, or mail pack, with each mail pack personalised to a specific QBC and matched to target audience location. This resulted in approximately eight to ten data variations and six mail packs which were distributed to over 170,000 households in the Greater Dublin Area. Each mail pack incorporated timetable and route information for a specific area, along with a free bus ticket and, to drive response rates, an entry form to a competition. The competition question linked back to the respondent's location/bus route.

The redemption figures for each drop were very impressive and indicate that the design and messaging of the pack achieved substantial cut-through with the target audiences. The first three mail packs triggered redemption rates of 12.6%, 4.6% and 27.6% respectively, while the latter three resulted in a combined redemption rate of 45.9%. The QBC mail pack was successful in breaking down barriers to bus usage through the effective distillation of information, while at the same time reinforcing in existing bus users’ minds that the bus was indeed the right choice.