Integrated 360-degree campaign by VCCP tells stories of reconnection, everyday adventure and culture made possible by London’s transport network
Today, Transport for London (TfL), launches ‘The Stop Is Just The Start’, a new integrated campaign by creative agency of record VCCP and WPP Media’s Wavemaker, whichspotlights how every journey is a gateway to real-world experiences, bringing Londoners closer to the people, places, and passions they love.
Marking ten years of VCCP and TfL’s long-standing partnership, the campaign shines a light on new beginnings, connections, and relationships that travelling on TfL’s network has made possible – because the stop is just the start. After Covid, many Londoners started living lives from the comfort and convenience of their homes. Fuelled by behavioural insight research led by VCCP’s behaviour intelligence consultancy Cowry, the campaign reminds people that they’re only ever one journey away from really living their London life – aiming to stimulate demand for public transport and generate revenue that can be reinvested into the network.
The campaign leads with three films which tell stories of human connection, reminding Londoners of the opportunities and connections that public transport provides. The films were directed by Thea Gajic through production company My Accomplice, in collaboration with VCCP’s global content creation studio Girl&Bear and Film London through their talent development and Equal Access Network schemes. This is the second year that brings together two proud London institutions to support emerging filmmaking talent to take their first steps into the commercial world. The 60” hero film, ‘The Reunion’, sits at the heart of the campaign and weaves together three scenarios where TfL’s public transport facilitates everyday experiences of connection and adventure. The film opens in a cafe, where a son encourages his father to go to his brother’s gig as a gesture of reconciliation. The film shows the two riding the bus before switching to a woman getting on the Tube with her guitar and a young couple riding the Elizabeth line. The three storylines converge at the gig: the young couple is in the audience, while the woman from the Tube plays backup guitar on stage. Meanwhile, the son’s father and uncle finally reconcile. ‘The Stop Is Just The Start’ highlights why people travel across London and spotlights how TfL plays a part in that. This hero film will launch in cinemas on Monday 28th September in showings such as Shaun The Sheep and Sense and Sensibility.
Alongside the hero film sit two 30” films which each focus a storyline from the main film, again emphasising the important role played by TfL’s public transport. ‘The Stop Is Just The Start’ brings together previously disparate campaigns into one consolidated creative vehicle, encouraging customers to emotionally reconnect with public transport and rediscover the vibrant experience of London. Ideated by VCCP creatives Jo Griffin and Ben Buswell, the campaign was originally presented during the successful repitch.
The emotionally-charged films are part of a wider 360 campaign, designed to prime and activate behaviour, by getting people to feel more connected to TfL and motivated to get out more on public transport. The behaviour activation work includes messages about places to go in and around London (fuelled by a partnership with Secret London), the great value fares available for TfL customers, and highlights the benefits of taking public transport over driving. Out-of-home is hyper-localised, with creative variants running in different locations, tailored to the availability of local transport, planned and strategised by WPP Media’s Wavemaker.
Out-of-home creative features stills shot by Shane Taylor, and was produced by VCCP’s global content creation studio Girl&Bear and will be live across TfL’s On-System OOH estate. A series of social films were created by VCCP Social Club, behaviour change insights were led by Cowry, and a customer engagement programme was created by VCCP’s Loyalty & CRM team. Digital display and DOOH was created by Bernadette.
Miranda Leedham, Head of Customer Marketing & Behaviour Change at Transport for London said: “This campaign reminds Londoners of the vibrant experiences waiting for them just outside their front door. Every stop on TfL’s network promises to be the start of new stories, discovering new places, and reconnecting with the people and things we love. We are delighted to launch this unifying work to help Londoners really live their London life.”
Simon Learman, Creative Director at VCCP added: “This campaign taps into something most Londoners can relate to: settling into the comfortable routine of home and forgetting the incredible experiences the city has to offer. We needed to give people an emotional connection to the network that feels inspiring and inviting. By showing that every bus, Tube, train or tram stop is just the start of a new adventure or connection, we’re reminding Londoners that TfL is the key to getting out and truly experiencing the city.”
Edd Wells, VP, Clients at WPP Media said: “Transport for London is part of the fabric of London life, and this campaign shows how the network connects people to the places, moments and experiences they value. Our media approach is designed to do more than build awareness. We are using a behaviour change model that primes motivation, addresses value barriers and creates relevant prompts to travel. Leveraging TfL’s owned estate, personalised advertising and CRM, the campaign connects emotional motivation with practical value, helping more people see public transport as an easy, useful and rewarding way to experience more of London.”
The campaign runs in the UK from today and is supported by a multi-channel roll out across TV, OOH, cinema, social, print, digital and CRM.
Source: VCCP
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