TWFM & Coventry CC
Mobility Credits TFWM
Transport for West Midlands and Coventry City Council were working together to launch an innovative mobility scheme.
The goals: to improve traffic congestion and air quality by increasing the use of public transport and other ways to travel, through the voluntary scrapping of the oldest vehicles on the roads.
Citizens of Coventry could exchange their old, polluting cars (+10 years) for up to £3000 in Mobility Credits, which could then be used to pay for their travel costs on public and semi-public transport. All managed via an easy-to-use app.
Koala devised the launch campaign, created brand iconography and the TOV, developed and co-planned social media activity, and contributed to the effectiveness of the MC website.
The hero advert was a friendly and informative animated narrative, with multiple cuts living on YouTube and Facebook. And as good old humans love seeing other people do stuff before they do it, we further boosted engagement by helping recruit Trialists. With weekly, fun, snappy and informative piece-to-camera videos, we updated the public on their car-free experiences.