Six months ago I moved closer to Melbourne. Since then, I have become a frequent public transport user.
A campaign I have not been able to avoid is the simple silhouette of a rhinoceros on a skateboard on a yellow background.
Launched in May, the campaign encourages people to be alert around trams and to not be distracted by surroundings and mobile devices. The ad aims to communicate a tram can weigh up to 50 tonnes- about 30 rhinos.
The campaign has been terrifically executed. The TVC has had over 10,000 views on Youtube. The unforgettable image has saturated public transport including bus shelters, interior posters and outdoor.
Yarra Trams have not forgotten the importance of social media with fun and interactive Facebook and Twitter campaigns.
I was surprised when my tweet mentioned a skateboarding rhino and I got a reply from an account called @bewaretherhino telling me ‘rhinos are the next big thing!’
Beware the Rhino has over 2,400 likes on Facebook, giving people the chance to win an iPad if they like the page. People were asked to name their favourite tram route for a chance to win a dinner for two on the Colonial Tramcar Restaurant. The posts by the rhino are quite cheeky and entertaining.
If that wasn’t enough, the rhino (named Spike) has had a physical impact by dropping by universities and skateboarding competitions with t-shirts, badges and postcards to hand out.
The campaign is aimed at my age group, and it’s safe to say I am engaged. Congratulations on Yarra Trams for a unique campaign on an otherwise boring subject matter.
Posted by Bridget