An integrated programme was developed leveraging M&C saatchi’s campaign. Data modelling identified areas with greatest potential to switch car users to the bus. Leaflets supporting the ATL theme with tailored content were distributed to homes, leisure centres, doctors’ surgeries and coffee shops. Uniformed ‘hit squads’ were dispatched to high streets, and awareness driving postcards were distributed in leisure centres, health clubs and cinemas.Spontaneous consideration for the bus was exploited amongst those who might otherwise take minicabs home. Leaflets continuing the bumper sticker theme with the message ‘Buses do it all night’ and incorporating a local bus map were distributed by ‘hit squads’ outside bars and nightclubs. In the bars, beer mats and postcards were used to trigger consideration prior to the external face-to-face activity.

Below the line, communications were tested by varying activity in areas exhibiting similar characteristics. High levels of awareness were recorded for all below the line media, ranging from 24% for leaflets to 10% for beer mats. Below the line media was shown to deliver immediate and ongoing behavioural change. Of those claiming to have received a leaflet doordropped, almost a third (29%) had used it to help them make a journey and 50% kept it. Of those who’d received a leaflet about night buses, 44% claimed to have used it and 47% to have kept it.