First Bus App: Catch the Summer

MadeBrave has created a brand new, multi-channel advertising campaign for First Bus, one of the largest regional bus operators in the UK, to encourage members of the public to rediscover the joy of the bus this summer. Debuting today with a 40-second film, Catch the Summer presents a feel-good world drenched in colour and energy designed to inspire a stress-free summer. The campaign invites people to ‘Plan, Tap, and Ride’ their way through the school holidays with the First Bus App, transforming their holiday plans one trip at a time. Working closely with the7stars, who handled the media planning and buying, MadeBrave’s new campaign, which launches today (Mon 17 Jul) encompasses broadcast video-on-demand (Sky, ITV and Channel 4), cinema and radio - and will roll-out digitally across Reach, META, YouTube and Snapchat to strategically target young people. The new campaign forms part of First Bus’s broader ambition to, in a world of cars, reframe buses as an attractive and fun way to get around, and with multiple benefits; taking the bus is cheaper, faster and more sustainable. Catch the Summer, directed by Dominic O’Riordan, opens with a girl boarding a bus while her planned route is displayed on the First Bus App open on her phone. By simply tapping on and off the bus using the app, the doors swing open to reveal a charming town square where she meets friends for ice cream.