Yarra Trams’ Tram Coach shows passengers how to travel safely in new campaign via Icon Agency
Passengers will now be coached on how to avoid slips, trips and falls when they’re travelling on the tram. The new creative approach by the integrated Melbourne-based Icon Agency is designed to raise awareness and rally Melburnians to get on board with tram safety.
The campaign featuring Tram Coach and his catch cry, ‘This is how we tram’ launched on Sunday 19th November across adshels, mixed tram media, with additional video executions for YouTube and social media. Fun on-board announcements from Tram Coach will also play a part in keeping safety top of mind for commuters.
Listen to the audio grab – Tram Coach Top Tips.m4a
Says Hazel Tiernan, amplification director, Icon: “We’ve created a lovable safety champion. We believe Tram Coach’s humorous character and novel delivery will help people connect with the safety message. He’s a positive influencer with a passion for safety.
He’s a great communicator and his safety messages are simple. Sit tight, grip right and stand strong. This is how we tram.”
The campaign was created by Icon’s creative director team, Rod Clausen and Ed Bechervaise.
Says Clausen: “As Melburnians, we strongly value our sense of identity and we’re proud of our trams. We’ve created a campaign with
characters distinctive to Melbourne and a ‘community’ style call to action to get on board with something we can all take pride in. Safer trams.”
Says Bechervaise: “Our strategy is all about amplification and making tram safety famous. Tram Coach isn’t just an advertising vehicle. He’s for real. He’s out there on Melbourne’s trams right now, showing people how to sit tight, grip right and stand strong. This is the Tram Coach Melbourne’s been waiting for.”
Says Emilie van de Graaff, director, passenger and network innovation at Yarra Trams: “The safety of our passengers, our employees and the community is our top priority. This important campaign is designed
to promote safe behaviours on trams, like holding on at all times, and to encourage passengers to look out for each other. Icon Agency presented a refreshing creative approach to conveying our safety messages in a way that best resonates with Melburnians.”
Icon is responsible for delivering creative strategy, campaign implementation, public relations and social media.
Client – Yarra Trams
Customer Experience Manager – Terese Scalese
Director, Passenger and Network Innovation – Emilie van de Graaff
Agency – Icon Agency
Creative Director – Rod Clausen
Creative Director – Ed Bechervaise
Art Director: Aaron Tyler
Art Director: Kevin Howes
Copywriter: Holly Shorland
Senior Account Director (Amplification) – Hazel Tiernan
Senior Account Manager – Joanna Raine
Senior Account Director (PR) – Suzanne La Fontaine/Holly Formosa
Social and Media Manager – Fiona Millar
Senior Designer – Luke Matthews
Senior Designer – Nana Derkyi
Studio Manager – Mark Oriondo
Casting Director and Producer – Naomi Mendoza
Production Company – Visible Studios
Director -Nick Kozakis
DOP -Carl Allison and Dillon Pearce
Executive Producer – Tim Whiting
Illustrator – Ben Sanders
Sound design – Upward Studios, Robert Upward
To find out more about the campaign and see Tram Coach in action visit: https://www.facebook.com/YarraTrams/.
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