Helping customers travel easy, with Tap-on Tap-off

Stagecoach x Eleven Miles

Since 1980, Stagecoach, the UK’s largest bus provider, have run express and local bus services across the country, playing an important role in helping people access work, education, health, shopping and leisure.

Eleven Miles worked with the team at Stagecoach with a mission to raise the profile of the new Pay As You Go payment system across South Wales.

This approach removes the fuss of scrambling around to find your fare or buying the ticket from the driver, by tapping on and tapping off it works out the cost for the journey, making the customer’s journey smoother.

Stagecoach wanted to target its adult audience, focusing on the 22-60 year demographic. The campaign was designed to highlight the payment method to the keener tech adopters in a bid to convert them quickly, and to plant the seed for those tech laggards who may take a little more time to adopt the new method.

The moment of zen when the bus driver suggests the tap-on tap-off payment method really enforces the message of ease, reassurance and relaxation.