Half Price Fuel
Heathrow Commuter, Heathrow Airport’s sustainable travel team, launched a car share campaign in March promoting ‘Half Price Fuel’. Heathrow has the largest car share scheme in Europe but still find that a savings message is the most affective way to generate awareness and recall amongst the 76,000 employees who are the potential target.
Our challenge was not only to come up with a memorable way of communicating ‘Half Price Fuel’ but to roll the concept out across lots of other mediums that would help to generate registrations to the scheme.
Our approach focused on creating a headline and graphic that worked like an illustration, it gave us a presence in print that we were able to scale up and down for online promotions on intranets, screens and emails and ultimately at registration events in the four terminals, which resulted in just over 500 employees joining the scheme that month. We also launched a new call to action through this campaign – a text service. Monitoring responses will help to establish a preference for getting in touch for the next one.