ALDERSON.DESIGN

citi transit campaign

Background

Transport for NSW recently introduced contactless payments as an alternative way to pay for transport across the Opal service network. Customers can pay for transport by tapping their debit or credit card on and off the Opal reader across trains, buses, ferries and light rail within the Opal service network.

Citi wanted to offer Sydney Citi credit Cardholders to “Get to Work Free on Monday’s” over an 8 week period to encourage cardholders to use their credit card for commuting on public transport. The idea is to get customers to use their credit card and get used to this behaviour and for them to continue to use their credit card post offer period.

Deliverables

• eDM to Citi credit card customers
• Landing page
• Takeover of Sydney CBD train stations – floors, walls, digital, OOH
• Locations: Town Hall, Wynyard, Bondi junction

Results

Comparison between 4 week campaign period vs week prior to campaign:

• Target increase: Monday only - 30%, Full week - 20%
• Spend increase: Monday only - 412%, Full week - 175%
• Transactions increase: Monday only - 497%, Full week - 191%