Cannes Lions

COMMUTER ETIQUETTE

LEO BURNETT, Melbourne / CONNEX / 2008

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Overview

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Overview

Description

As part of the Connex Commuter Etiquette Integrated campaign a number of viral videos brought the etiquette book to life. In each video self-help author, Dr Martin Merton, presents some rather unorthodox advice on how to become a more considerate commuter. These videos advertised the website where commuters could email the author their experiences of poor passenger behaviour.

Execution

The campaign began like any promotion for a self-help book. Dr Martin Merton, announced on his international website that he was heading to Melbourne to write and launch his next title, There’s No ‘I’ in Carriage. Newspaper ads and station posters asked the public to email Dr Merton their encounters with poor commuter etiquette. Thousands of contributions were received and from them the book was written and 100,000 copies printed. Its launch was announced through viral etiquette sessions and press and outdoor ads. The ‘author’ then held signings at Melbourne trains. More advice followed later in print and outdoor executions.

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