First Bus is trying to encourage more students in Yorkshire and Greater Manchester to take the bus by launching a new campaign with Brass.
The ads star a scary bear who tells students that the bus is ‘awesome and not scary’.
Of the campaign Brass director, Paul McGann, said: “We brought our concept ‘First Bus isn’t scary for you or your pocket’ to life with an illustrated scary bear character and strong price messaging. Because First Bus want students to get onboard they have implemented a ‘No bears’ policy on all services.”
The campaign hopes to raise awareness and promote First Bus’ value ticket options to students and uses an integrated channel approach, including online, direct mail, print and experiential activity with the scary bear himself.