Auckland Transport’s big challenge: Keep Auckland city moving

Auckland Transport’s new campaign is all about educating Aucklanders on how to keep ‘Your City Moving’.

With projected annual population growth at the rate of 44,600, keeping the city moving for personal use and economic sustainability requires both an attitude and behaviour shift by Aucklanders. 

Initiatives such as more frequent public transport, contactless payment, dynamic lanes, the use of smart technology and fixing potholes are all part of that change. 

AT is often defined by public transport, potholes and parking tickets as these are very visible and emotive ways people interact with the organisation. 

The ‘Your City Moving’ umbrella communicates a number of campaigns, all crafted to educate, engage and encourage conversation. Clever use of words, colour and dynamic movement have been used with intention and purpose. 

Limited time and space

With a campaign brief needing to convey a lot of information in very limited time and space, the team has taken it back to basics, using a series of words and images in audio, static and animated formats which are landing well with Aucklanders. 

“Creative@AT brought together some outstanding talent for this campaign. Planner Lisa Divett created a strategy that simplified a complicated challenge and provided a clear springboard for the concepts developed by Tim Huse,” says Chris Swift, Creative Director, Creative@AT. 

The whole campaign was brought to life by a talented team; Art Director: Kerryn-Lee Tyser, Art Worker: Angela Lynskey, Image retouching: Graeme Cooper, Producer: Nigel Sutton, Annimation: Assembly, Radio Production: Factory Studios, Creative@AT Creative Operations Manager: Steve Nute. 

“Preliminary testing with a diverse group, who all use our roads in very different ways, showed giving context and explaining why change is necessary in a simplistic way, was received with appreciation and positivity,” says Anna Lawrence, Head of Brand and Marketing, AT. 

Pothole Promise

Recently launched, AT’s Pothole Promise, with a direct call to action from Aucklanders to report potholes via a web page and a promise to fix them, has been hugely successful. At the time of publishing 785 potholes have been repaired and the 95 percent repair target on main roads within 24 hours of reporting has been met by AT. 

“The idea behind the creative direction was to normalise potholes. If you live in a city with roads and rain, you are going to get potholes; it’s not unique to Auckland, yet Aucklanders are particularly angry about them. Making a public promise can be risky but we were so confident in our ability to deliver fixes in 24 hours across 1,000 kms of road, we had to commit,” says Lawrence. 

The ‘Going, Going, Gone’ creative with each letter ‘o’ representing stages of a pothole being repaired can be seen on bus-backs and billboards across Auckland with a radio campaign to support the objectives. 

“Our creative is made to get noticed, communicate quickly and tell people something they aren’t aware of. This team has delivered on that,” says Swift. 

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