Picture this: you're stuck in traffic, glancing at the bus zipping past in the dedicated lane, and you think, "Maybe I should give that a try." But how often does that thought translate into action? For National Express West Midlands, this was the puzzle to solve - raising awareness and altering perceptions about bus travel.
National Express West Midlands faced a double-edged sword: a lack of awareness and a perception problem. Traditional modes of communication like posters and social media were passive, barely scratching the surface of engagement. Yet, in an era of environmental consciousness, there was a need to make public transport much more appealing. The challenge? To create ‘Aha’ moments that would resonate and make bus travel relevant and attractive.
Totem Learning proposed a creative leap - an interactive game designed to captivate and educate. Here’s how it worked:
At the heart of the solution was an interactive mission to remove polluting vehicles from the virtual road. Players would tap to pop the polluters clearing the way for greener vehicles. After each round players would receive a message encouraging a mindset shift around the environment, the economic impact of public transport, or lifestyle improvements. This wasn’t just about playing a game; it was about changing perceptions through active participation.
We know the power of a little friendly competition, right? By incorporating time pressure mechanics and a leaderboard, the game encouraged replayability. This wasn’t a one-time message; it was an ongoing journey. Users became part of a community, motivated to return and improve their scores while absorbing important messages.
A ranking system allowed players to climb levels and enhance their skills. Players were frequently rewarded with new perks with fresh gameplay variations, keeping them engaged and motivated to explore, learn, and, most importantly, understand the benefits of bus travel.
The game was not just a source of enjoyment; it was a strategic tool for change, tapping into the intrinsic motivations of the target demographic.
While the game didn’t launch, the insights gained are invaluable.
Passive information isn’t enough. To truly engage, solutions need to be interactive and dynamic, especially for the audience segments that are hardest to reach.
Game-based learning isn’t just for kids. It’s a potent tool for behaviour change and can be effectively integrated into corporate and community education strategies.
No matter how innovative or engaging a solution is, it needs to be part of a wider, well-aligned business strategy. Without this, even the best ideas can falter at the execution stage.
While the project didn’t launch, the journey itself offered profound insights into engaging the unengaged and transforming awareness into action. National Express West Midlands' approach is a testament to the power of innovative thinking and the potential of game-based learning to create lasting change.
