Clemenger Group, led by 99, with Colenso BBDO and OMD, have been appointed as agency partners for Auckland’s public transport network, AT Metro. This is the first major assignment offered by the Auckland Council Group following the establishment of a closed agency panel earlier this year.
Clemenger won after a pitch against the other panel members – Ogilvy, Federation,
AT Metro is part of Auckland Transport (AT) and the brand unites Auckland’s public transport network of trains, buses and ferries.
As AT Metro’s agency partner, Clemenger Group will be responsible for behaviour change strategy, creative, media and digital engagement. The agency will be tasked with overcoming entrenched perceptions surrounding Auckland’s public transport service, and influencing behaviour of Aucklanders across the region.
This is an integrated contract for core AT Metro communications with a focus on customer engagement and acquisition.
A bold target has been set for AT Metro, to double public transport trips from 70 to 140 million per year by 2022. With 75% of total trips in Auckland presently made using private vehicles, the task of replacing cars as the city’s preferred mode of transport is a significant one.
“With recent network improvements and a pipeline of initiatives, AT Metro now has a strong story to tell and the confidence to positively promote the services it offers.”
“With recent network improvements and a pipeline of new initiatives, AT Metro now has a strong story to tell and the confidence to positively promote the services it offers,” says 99 MD Paul Manning.
The agency will develop a strategy and marketing programme for AT Metro based around its brand purpose of ‘moving Auckland forward by seamlessly connecting people and places’, and delivering communications across AT Metro products, services and modes.
“In major cities around the world a good public transport offering has the potential to play an integral and impactful role in the lives of customers. We couldn’t be more excited about this win and we’re looking forward to playing a major role as agency partners with Auckland Transport.
“We grounded our approach in gaining a deep understanding of the customer and their relationship with public transport. Our customer-centred design thinking gave us the essential context to influence behaviour, enhance customer journeys and build on positive perceptions of the network with our target audiences across the region.
AT principal campaigns specialist Rob Pitney said: “99 and Clemenger Group demonstrated an impressive understanding of what the AT Metro brand means, and our challenges. Their solid trategic customer insight and strong understanding of behavioural biases demonstrated their ability to deliver on AT Metro’s long-term marketing objectives.
“The team showed very strong leadership in digital and data-driven marketing, which will be key to meeting our patronage targets.”
Who’s who
- Auckland Council Group (ACG) includes Auckland Transport, Auckland Council, and Auckland Tourism,
- Events & Economic Development (ATEED) established its new agency panel in June this year. There are four agency groups on the panel – Clemenger Group, Ogilvy, Federation and indie media shop MBM.
- Projects under $200,000 can be directly appointed to these agencies, while major projects are contestable within the panel. The AT Metro account was ACG’s first contestable assignment.
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