Creatively increasing passenger numbers

Mass appeal for a mass 
transit service

HK Tramways appointed Stepworks as creative partner for a series of initiatives intended to revitalise the iconic transit operator’s brand.

Faced with decreasing passenger numbers due to competition from the opening of a new subway line, the initial brief involved advertising to highlight the value of the trams for short hops. 

Stepworks developed striking creative depicting cartoon legs with trams strapped to their feet. This created the amusing and memorable illusion of giant people skating down the tram track.


Value created

Increased journeys – Passenger journeys increased by a substantial 5% after the campaign ran thanks to increased awareness, coupled with other factors, including improved scheduling.

Increased brand equity – The striking graphics on the trams received a very positive response from audiences and generated additional revenue through collectables merchandising.

The eye-catching campaign graphically highlighted the tram’s advantage for short hop journeys
The campaign footprint was expanded across HK Tramways’ owned media
“Thank you Stepworks for going the extra mile. You delivered a very successful and memorable campaign, the best we’ve had in the last 20 years. Our shared enthusiasm for the trams will no doubt cement our collaboration to protect and progress this beloved icon.”

Antoine Sambin, Commercial and Corporate Affairs Manager
HK Tramways

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