National Express, the U.K.'s leading bus operator, has unveiled its first 360-degree campaign with new agency of record Lucky Generals.
"If You Know, You Go" was introduced with the launch of two 30-second spots that make a case for traveling with National Express, highlighting the many benefits it can offer to savvy travelers.
This includes free wi-fi, reclining seats, and USB charging ports, along with convenient perks like guaranteed seats and direct access to airport terminal doors.
The campaign encompasses the company's entire brand system, appearing in print ads on the side of coaches and branded headrests, customer e-mails, station media and ads, and even when drivers share tips over the intercom at the end of each destination.
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It also positions buses as a greener and more cost-effective alternative to trains and cars, both of which are seeing significant price hikes in the U.K.
"As trains continue to strike and charge through the roof, and prices at the petrol pump never seem to come down, what better time to show people a savvier way to travel with National Express—a national icon that’s been quietly doing its thing for years," Lucky Generals Creative Directors Nick Bird and Lee Smith said in a statement.
"Now it’s time for us to help them make a bit of well-deserved noise," they concluded.
Lucky Generals client partner David Mannall went on to point out that the modern comforts of National Express buses exceed the general public's outdated perceptions.
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Additionally, the campaign also introduces #WinDough, a monthly sweepstakes that offers riders the chance to win a £25 Amazon gift voucher when they post their best window pics on social media.
If You Know, You Know
Each of the two brand films features a group of travelers making smart decisions that improve their vacation experience, with a humorous punchline at the end.
The first film sees the Miller family traveling into the heart of London via bus.
Because they know that National Express is the best way to travel, they're smart enough not to look directly into the eyes of an ancient clay head being exhibited at a museum.
Sadly, one unlucky visitor doesn't know any better, resulting in the clay head unexpectedly lifting him high above the ground.
The second film features a couple taking a relaxing, stress-free ride on a National Express bus to the airport.
The bus takes them directly to the terminal door, unlike another couple that didn't know any better, getting stranded in a freezing wasteland that is "bargain airport parking."
Each of the spots ends by emphasizing that "if you know, you go National Express."
The campaign will be shared across OOH, digital OOH, online, social, dynamic audio, and cinema advertising.
