Tram Coach helps senior passengers travel safely with Yarra Trams in new work via Icon Agency
Yarra Trams’ Tram Coach is back in a new campaign aimed at reducing falls and serious injuries amongst passengers aged 60 plus. Senior passengers will now be enthusiastically coached on how to avoid slips, trips and falls when they’re travelling on trams. The new executions continue the creative platform previously launched by the integrated Melbourne-based Icon Agency.
The revised campaign featuring Tram Coach and his unifying catch cry, ‘This is how we tram’ launched this week across adshels, mixed tram media, with video executions for cinema, YouTube and social media.
Icon’s creative director team, Ed Bechervaise and Rod Clausen believe that if you want people of any age to engage with safety, it’s possible to do it without getting hung up on the seriousness of the message.
Says Bechervaise: “We’re on a mission to break stereotypes. The 60 plus audience have a sense of youth and the spirit to get out there. We’re playing to that, but in a way that talks to everybody – so it’s all-inclusive, while inherently targeting one sector specifically. Tram coach celebrates safety and being awesome at it, so there’s no heavy vibes happening here.”
Says Clausen: “The creative is aimed at getting the elderly to embrace safer behaviour with a smile. The campaign is designed to be accessible to everybody. Love him or think he’s a goof, Tram
Coach is here to show us how to be our best ‘tramming’ selves.
Says Emilie van de Graaff, director of passenger and network innovation, Yarra Trams: “Reaching older passengers is a critical phase of our ongoing campaign promoting safe tram travel behaviour, because our data indicates that they are more susceptible to falls on trams.”
Says Hazel Tiernan, group account director, Icon Agency: “‘Tram Coach’ continues to champion tram safety across Melbourne for another campaign. It’s great to work with clients who believe so strongly in a core idea that amplifies the values of the brand and the communications through every touch point.”
Icon Agency is responsible for delivering creative strategy, campaign implementation, public relations and social media.
To find out more about the campaign and see Tram Coach in action visit: www.yarratrams.com.au/tram-safety
Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Agency – Icon Agency
Creative Director – Rod Clausen
Creative Director – Ed Bechervaise
Art & Copy: Aaron Tyler
Art Direction: Mal Chambers
Group Account Director: Hazel Tiernan
Senior Account Manager: Sam Cairns
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
1 Comment
Would help considerably if tram drivers didn’t speed up and break suddenly all the time! I mean, they’re always late anyway!
And those younger, offered up seats maybe a thought. But think this applies more for over 75 year olds considering the retirement age.