Alsa

Bringing the bus back

Challenge

Alsa wanted to increase awareness, visibility and ticket sale consideration. Also change the perception of the bus and convey image of modern, comfortable and safe travel.

AIS needed to create noise and get consumers to think about bus travel as an intelligent way of travel.

Strategy

AIS broke several myths found in the daily lives of ALSA consumers via an online video series of 10 chapters, each covered a myth that the main character discovered throughout the series. A Facebook sweepstake let users comment on the series or state their own myths – the person with the most “likes” won great Alsa travel.

Modern Alsa was highlighted in banners, radio, PR, print, OOH and sale-support moments: ecommerce, bus seats and tickets, driving the ecommerce site…

Results

With only one week live, the campaign obtained:

• More than 110 million impressions
• 10 point increase versus previous year with a 1% increase in market share.
• Sales spiked 18% online and 7% through other channels versus last year, which was -2%.
• Noise and social networks: More than 400 mentions about the campaign, the bus and the online series; 5,121 fans on Facebook, with 5,200 interactions; 147,000 video views in less than 2 months; 3.7 million visits and 30% higher than last year with an increase of 32% unique users.