Auckland Transport and Thompson Spencer launch Joy Rides campaign

This festive season, Auckland Transport and Thompson Spencer are driving smiles all over Auckland with Joy Rides.

It is a city-wide initiative turning everyday journeys into moments of joy for commuters. The campaign also seeks to encourage public transport use, and remind Aucklanders that public transport is about people – not just getting from A to B.

Joy Rides is Auckland Transport’s first major multi-brand collaboration, involving Bedpost New Zealand, Starbucks, Noel Leeming, St Pierres Sushi, SkyCity’s Santa’s Magical Wonderland and 2degrees, each sponsoring double decker busses wrapped as giant presents.

Shared moments of joy

With activations and giveaways running on board, the campaign was amplified via social media, OOH, radio and brand partner channels.

On TikTok, joy was spread further with Jona – a real life AT bus driver who brought karaoke and carolling to @thebusguy.nz.  In four weeks, the TikTok channel has amassed 1.5 million organic views (and counting). 

Jona’s profile extended the campaign into earned media with an appearance on Seven Sharp, and cameos in the Farmer’s Santa Parade and Coca-Cola’s Christmas in the Park.

Anna Lawrence, AT general manager of marketing and media partnerships, says: “Joy Rides was designed to meet Aucklanders where they already are, on the move, during one of the busiest and most stressful times of year.

“By working with brand partners, operators and our agency partners, we’ve been able to transform everyday journeys into shared moments of joy that reinforce the role public transport plays in connecting people and communities across the city.”

Build connections at scale

Thompson Spencer’s group CEO Melanie Spencer says: “From the outset, this was about designing joy as a system, not a single activation.

“Joy Rides brought together brand partners, live on board experiences, radio, social, out of home and real people from within AT to create a layered campaign. By meeting people in everyday moments, we were able to build genuine connections at scale.”

The campaign was delivered in partnership with bus operators Kinetic and Howick and Eastern Buses.

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