Transport for West Midlands launched a joyful DOOH campaign to encourage Birmingham’s residents to choose public transport again. As part of the UK Government funded Bus Service Improvement Plan, this initiative aimed to tackle the shifted post-pandemic travel habits.
The campaign not only helped ease these challenges, but also exceeded expectations by delivering over 6m journeys, significantly surpassing original targets.
In a move to get Birmingham on public transport again, Transport for West Midlands launched a vibrant DOOH campaign as part of the UK Government funded Bus Service Improvement Plan (BSIP). With the city’s roads brimming with cars and the post-pandemic transport habits in a flux, their mission was clear: reignite the love for bus travel, making it the go-to-choice for both everyday commuters and new riders.
To achieve this, West Midlands Transport and BBJ&K, went live with a targeted campaign in Birmingham. Spanning across our Loop network for pedestrians, roadside D6s and large formats, the campaign painted the city with joyful, relatable scenes of bus travel. Whether it was friends sharing laughs on the 45 to West Bromwich or locals discovering new routes, the creative reframed public transport as a lifestyle choice, rather than a fall back.
- +6.13M journeys (vs 1M target)*
- 80.8K PPC conversions**
- +9.1% mode consideration (Inspired Bus Overlookers)***
- 55% prompted recall | 1 in 3 more likely to use bus***
- 84% positive influencer sentiment***
Beth Reid, Business Director, from BBJ&K said this campaign was a “prime example of using OOH to drive both impact and real conversions. With strategic placements on Ocean’s portfolio, it captured people in a way that made people stop, notice, and act.”
*West Midlands Transport, 2025
** BBJ&K Ads Account, 2025
*** YouGov, 2025
- Territory United Kingdom
- Date August 2025
- Objective Consumer awareness
