TfL used live data to prompt public transport journeys, generating strong revenue returns.
Using live search and traffic data, TfL’s ‘Car Driver Nudges’ targeted winnable moments – when public transport could beat the car. Research established that consumers saw one advantage of public transport was it provided more ‘me time’ for users. Messaging was therefore designed to prompt people to make use of this free time, such as by researching leisure activities, contacting friends, or reading.
On a modest £428k media budget (equivalent to car industry media spend in London in just one day), the campaign generated 1.122 million incremental public transport journeys and approximately £2m of revenue, achieving an estimated profit ROI of £3.85 per £1 invested.