Melbourne Metro's Advertising Spree

June 23, 2011 by  

Melbourne Metro has gone on a multimillion dollar advertising binge recently, with slick TV commercials featuring commuters enjoying their ride on the train system. However, the reality for many Melbourne Metro commuters is quite different as they are forced to share carriages meant to carry only 130 people with 200 other Melbourne passengers.

This leads to some uncomfortable incidents during the daily rush hour, which are aggravated by myki card reader failures and other technical glitches. While Metro has spent even more money to expand their TV ad campaign to billboards this year, the situation on the ground for daily commuters argues that the money should be spent on improving services instead. The fact that Metro is actively encouraging even more passengers onto already overcrowded train lines like the 7.42 Greensborough to Flinders Street without adding more capacity seems like madness.

Yet this madness for commuters translates into big money for McCann Erickson Melbourne, the agency behind the huge campaign. They designed all facets of the Metro Trains campaign, which include TV and cinema spots, poster printing as well as a digital and outdoor campaign. The idea behind all of the advertising is to depict ordinary Metro train customers as the backbone of Melbourne's public transport network.

Each spot in the campaign revolves around an engaging story of a “typical” Metro rider, with the simple tag line “This is me.” For example, one of the spots is about an elderly woman named June who travels on a Melbourne train with her thermos and bag on the seat at her side. She's a huge fan of the Doggies for over 50 years, and she previously got off the train at West Footscray but now alights at Southern Cross.