YPCTS (Young Person's Concessionary Travel Scheme)

BACKGROUND
The Scottish Government (through its agency, Transport Scotland) launched a travel concession scheme offering a third off public transport to all 16-18 year olds in January 2007. 

THE OBJECTIVES
To create awareness of the scheme and generate requests for application forms.

THE INSIGHT
It’s hard to motivate 16-18 year olds, even for something that’s free and will save them money. One way to cut through to the audience is through humour.

EXECUTION
The advertising idea focussed on the bizarre (and often ridiculous) excuses young people give for avoiding doing the patently sensible.

Media focussed on proven response drivers.

RESULTS

• Spontaneous awareness of the scheme has reached 48%, driven by prompted advertising awareness of 56%
  
  
• Participation reached 34% among all 16-18 year olds but grows to 46% among those aware of the advertising
  
  
• Cost per response is currently £12, among the lowest ever achieved by a Scottish Government campaign