Auckland Transport launches major new campaign platform ‘Mix Your Go’ via FEDERATION

AT has launched a major new campaign platform via independent agency FEDERATION, inspiring and priming Aucklanders to ‘mix their go’ – mixing how they move around the Auckland region with electric buses and trains, bikes, walking, scooters, ride share and taxis.

Says Anna Lawrence, head of brand and marketing for Auckland Transport: “With a big job to do and a responsibility to use AT resources effectively, it was vital to create a campaign platform with a message that connected easily and quickly with Aucklanders. We wanted to get Aucklanders thinking about how, when, and why they travel and to consider all their options, and that’s exactly what ‘Mix Your Go’ does.

Lawrence confirms that results from the campaign have been almost instant, with campaign tracking proving ‘Mix Your Go’ is resonating strongly and already inspiring behaviour shift in how Aucklanders are embracing their world of transport options: “We now have over 300,000 people travelling on AT’s network per day, and in excess of 31,000 more peopale coming back to using public transport in the last month alone.”

Says Olly Walker-Boden, managing director, FEDERATION: “We’re extremely proud of the AT Mix Your Go platform. We’ve worked with AT on this one from inception, helping to develop everything from the super-mobility strategy right through to an iconic long-term campaign platform that raises awareness of Auckland as a connected city, while using behavioural science to prime Aucklanders on all of their options for seamlessly moving around their city. The creative platform itself has a bold, instantly recognisable visual codification that’s been designed to resonate with all of our audiences including those in geographic areas where public transport is easier to get on board with, and core user segments such as tertiary students.”

Says Sharon Henderson, CEO, FOUNDATION: “The business problem isn’t a typical one either. Transport mode shift is one of the big issues facing cities today and it’s the kind of problem we love solving. As an agency, we’re focussed on creating marketing solutions that are sustainable for the long-term. It’s why Mix Your Go isn’t just a campaign. It’s a platform for AT to build cultural change in Auckland, empowering Aucklanders to make their own choices for how they move around the city. And it’s working.”

Using a mix of OOH, social, and AT’s own channels including bus shelters and buses, Mix Your Go has targeted commuters in the right times and places with a simple message and to great effect.

Says Lawrence: “We are absolutely thrilled; this is a marketing solution that’s delivering already. It’s everything we want to see from a long-term creative platform.”

Auckland Transport
Head of Brand & Marketing, Partnerships & Engagement: Anna Lawrence
Manager, Marketing & Integrated Campaigns: Penny Batten
Marketing Manager: Deanna Mihaljevich

FEDERATION
CEO: Sharon Henderson
Managing Director: Olly Walker-Boden
Creative Director: Tim Huse
Creative: Gal Stern
Group Business Partner: Liz Adams

MBM
Business Director: Nureet Burnie