Case studies

First Group – Free Driving Lessons Campaign

Brief: First Group launched a unique and industry first recruiting/training initiative for bus drivers. The offer was open to anyone aged over 17½ , whether they already had a driving licence or not. Those that didn’t were offered free car driving lessons in a mini and on passing their test this was followed with PGV lessons and a salary from the day they started.

Rationale: The concepts wrote themselves with such a unique and strong proposition who wouldn’t apply?

Solution: Press (Daily Record & Sunday Mail), online, bus headliners and posters.

Results: On its first insertion in the Glasgow press it received over 200 responses, this was supplemented by the additional activity.

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