marketing interactive

redBus taps on Instagram trends to reach out to younger consumers via digital campaign


Online bus ticketing platform redBus has launched a digital campaign targeted at consumers who are avid Instagram users. The platform used Instagram trends such as customised Instagram Story templates, as well as a travel background randomiser to engage with Instagram users. Additionally, redBus created a travel quiz which users can stand to win rewards from. Done in collaboration with Entropia Noir, the campaign also sees redBus creating travel content on its digital channels for consumers in Malaysia, Singapore, India, Indonesia, Peru and Columbia.

As part of the campaign, redBus also previously changed its brand logo from a bus to a house in a social post, to encourage Malaysians to "Stay at home, Travel later". According to a press release, the campaign launched in Malaysia, followed by India, Indonesia, Peru and Columbia, where the messaging was translated into the different countries’ languages. The campaign comes as the Movement Control Order restricts school holiday travel, and families are spending their time at home rather than at their travel destinations. A+M has reached out for additional information.

Pallavi Chopra, head of marketing at redBus, said although its main brand proposition is to get people travelling, its priority during this time is to guarantee its passengers’ safety, and simultaneously maintain their trust. Thus it is shifting its focus to encourage everyone to stay at home and travel later.

Zaheer Kaisar, creative director at Entropia Noir, said the campaign is not one expected of a travel brand. "While the frontliners are doing their part, we wanted to show our support too, using our creativity to convey the message to our audience and amplify the impact of our campaign. And exceeding all our expectations, ‘Stay home, travel later’ even resonated with other international markets too," he said.

In a similar effort to get Malaysians to stay at home during the Movement Control Order, digital out-of-home (OOH) advertising provider Brandlah launched multiple OOH ads in Klang Valley, urging Malaysians to stay home during the Movement Control Order (MCO). Collaborating with media partners such as Laguna, SkyBlue Media and Labelz, each outdoor billboard is accompanied with the caption "Dear Malaysians, if you can see this, please #StayHome #DudukRumah (sit at home) #KitaJagaKita (let's take care of each other)". According to Brandlah, the ads ran across 200 digital screens along Klang Valley roads.

Separately, WONDA Coffee also held its first-ever concert-from-home last month in an effort to keep everyone entertained amidst the Movement Control Order. Through "Konsert #WONDADiRumah", WONDA Coffee aimed to encourage Malaysians to remain at home, stay entertained and more importantly, keep everyone safe. The concert featured different Malaysian artists each day, with each session lasting up to 30 minutes. Among the list of artists include Aizat Amdan, Noh Salleh, Syamel, Zizi Kirana, and Haqiem Rusli.

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