TfL identified that Oyster card users were not making the most of Oyster’s online services, which was putting pressure on TfL station and telephony employees.
Collectively, the three Oyster Smart films answer customers’ most frequently asked questions and encourage people to apply for and make the most of online accounts.
The intended audience is current and prospective Oyster card users.
The films are promoted on TfL’s website:
on TfL’s YouTube page:
and are promoted via TfL email footers.
MEASURES OF IMPACT AND EFFECTIVENESS
In the four weeks following the campaign launch there was a 800% increase in unique pageviews on TfL’s online Oyster pages and a 14% increase in online account applications.
The 3 lead campaign films have had more than 250,000 views on YouTube to date.