Yarra Trams’ ‘Tram Coach’ creates trophy to reward good travelling etiquette

Yarra Trams has released the fourth instalment of its ‘This is how we tram’ safety campaign, this time rewarding the ‘Trampions’ whp travel efficiently, politely and safely.

‘This is how we tram’ was launched in 2017 with a character called ‘Tram Coach’, who coached commuters to travel on trams safely. The follow up in 2018 saw Tram Coach focus on the safety of the elderly, and earlier this year another campaign launched targeting tourists to Melbourne.

In the latest campaign, Tram Coach has been transformed into three gold trophies which convey the three key messages of the campaign: clear the steps, clear doorways and move in to touch on. The ads seek to convey that good passenger etiquette is to be admired, including allowing people to board and exit safely.

Tram Coach has been transformed into gold trophies for good tram etiquette

The campaign will be executed on outdoor tram stops, digital, Yarra Trams’ social media channels, and on board. The digital campaign targets daily commuters.

‘This is how we tram’ was created by Icon Agency.

Icon Agency creative director, Ed Bechervaise, said in a statement: “Our latest campaign for Yarra Trams focuses on behavioural change and etiquette – in essence, educating tram passengers on techniques that make the tram journey experience smoother for everyone. The trophy approach allows us to reward and recognise best practice tram behaviour we would love people to ‘trampion’ every day.”

Yarra Trams, director of passenger and network innovation, Emilie van de Graff, added: “Safety is always a top priority at Yarra Trams. That’s why we knew we had to relay these transport etiquette messages to daily commuters in an engaging but educational style. Tram Coach as a ‘trampion’ from the creative team at Icon Agency really helps to get the right messages across.”


Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Manager Brand, Advertising and Marketing – Terese Scalise
Advisor Marketing – Min-Sean Chew

Agency – Icon Agency
Creative Director – Ed Bechervaise
Creative Director – Rod Clausen
Group Account Director: Hazel Tiernan
Account Director/Producer: Sam Cairns
Senior Designer: Nana Derkyi
Studio Manager: Mark Oriondo

Production Partner – Yukfoo Animation
Animation producer – Amy Neave
3D artist – Deep Chahal
Creative Director: Alan Dickson



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