Differentiation of a public transportation company in a world where the customer is not so aware of the brand and mainly focuses on the service.
Focusing on passenger experience, based on the deep understanding that we are transporting people, not buses. The simple campaign was to add greetings for the passengers, such as “Good morning”, “Thanks for coming” or “Have a good ride” by the bus entrance doors, in every language spoken in Israel.
The project was launched as a small pilot on a few buses, and following passengers’ positive response it was extended to all of Metropolin’s buses.
Marketing lesson learned
Sometimes small ideas can produce a significant change.