Smile! Marketing Campaign
Metrolink / TfGM
As part of a service redesign for Metrolink, Manchester's tram service, the requirement to have a photocard to purchase a weekly ticket was removed.
'Smile!' was a marketing campaign designed to promote this new, easier way of buying a season ticket. Featuring jovial images of people engaged in the painful process of getting their passport photo taken, this humorous approach was a success with passengers.
Campaign materials included leaflets in the style of passport photo strips which were left on tram seats, a clever tram window graphic in which the passengers became part of the advert, ticket machine graphics, online banner adverts and outdoor 48 and 6-sheet poster sites.
The results of the overall service redesign and marketing campaign were impressive. TfGM reported an 85% increase and a 155% increase in the average number of weekly sales of one-day and seven-day travelcards respectively.
Designed at Hemisphere, Manchester
Gold – Service Design
DBA Design Effectiveness Awards