Translink introduced a contactless payment system (cEMV), across all Metro and Glider feeder bus services in Belfast it represented a key stage in the Translink Future Ticketing System.
While contactless payment systems were in widespread use, this was a first for public transport in Northern Ireland.
Ardmore was tasked to develop a creative and integrated communications campaign to launch, educate and drive usage of, the new ‘Tap On Only’ payment system.
This campaign needed a novel, distinctive idea that not only Metro could own but the wider Translink network too. We researched and investigated how the features of contactless payment make people feel. The answer: Happy!
This truth inspired the innovative creation of a new, brand-supporting word – ‘Tappiness’ – a charming, distinctive phrase to raise awareness and influence behavioural change with the promise of happy travel and optimism.
The creative styling was purposefully simple to reflect the ease of the product utilising the vibrant Metro pink to create conversation and social engagement around the city.
The campaign launched the new ticketing system and was a key driving force behind Translink reaching one million contactless payments within eight months of the launch.
© 2024 Ardmore Advertising.
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