Transdev: Bus Driver Recruitment Campaign
Transformed traditional recruitment by shifting from functional messaging to a human centered, insight-led campaign that was adopted globally.
The Challenge
Transdev needed to address a growing shortage of bus drivers by repositioning the role as an attractive, meaningful career. Traditional recruitment messaging focused on functional benefits, pay, hours, and job security, but failed to resonate with new audiences.
The opportunity was to uncover a deeper emotional driver and build a campaign that could shift perception at scale.
Project Details
Our Approach
We developed an insight led recruitment proposition that shifted the narrative from transactional benefits to emotional, human centric purpose.
Research & Insight
Conducted comprehensive research to understand audience perceptions, uncovering that the strongest motivators were human, community connection, helping others, and lifestyle. This led to the defining truth: bus drivers don't just drive routes; they enable people's lives.
Strategic Repositioning
Reframed the entire proposition from what the job is to why it matters with the strategic platform: "Be driven by people." This repositioned the role as a purpose driven career and was supported by a full funnel media strategy across awareness, consideration, and conversion.
Creative Strategy & Production
Built a powerful creative platform around the core idea "I'm driven…", connecting the role to meaningful outcomes (e.g., "I'm driven… to get them home safely"). We managed end to end production, including creative direction, diverse talent casting, and full photography shoots to create a scalable asset library.
Delivery & Localisation
Delivered a complete campaign ecosystem with a strategic messaging framework and full creative toolkit. The campaign was specifically designed for localisation, allowing messaging and talent to reflect specific communities while maintaining a consistent overarching brand platform.
Results That Matter
By shifting from a functional recruitment message to a human centered story, the campaign was designed to alter perceptions and deliver scalable results.
Ready to create your success story?
Every great transformation starts with a conversation. Let's explore how we can help you achieve measurable impact.
