Young people all across Northern Ireland are enjoying the benefits of Translink's yLink card. With 1/3 off savings on bus and rail, yLink provides great savings to 16-23 year olds heading to school, work, or even out with their friends! With such amazing discounts on great brands such as Dominos and DV8, it brings about the question - y Wouldn't You?!
To celebrate the start of Fresher’s 2017/2018, Ardmore have been helping Translink promote the yLink card to young people in Northern Ireland and with this, saw the appearance of giant yLink cards all over the city. Spotted at Belfast Metropolitan College, Ulster University and Queens University, the Giant yLink card crash sites certainly caught people's attention! With students wondering what was going on, we even sent our Fake News crew to check it out!
With our target demographic for this campaign being 16-23 year olds, we knew that it had to be stand-out, clever and capturable on social media. Our 'Fake News' piece was featured on Belfast Live along with a 'Breaking' article, drawing interest to the promotion. Our pop-art graphics made our message stand out, encouraging our audience to capture content and share with friends.
This stunt was supported with other above the line activity including collateral, outdoor, transit and digital, with the ultimate aim of increasing sales of yLink cards. The Translink team were on hand to give out yLink lucky tickets, which gave students the opportunity to win tonnes of cool prizes during the Fresher Fayres. By drawing students to the Translink stall, we were able to show off the great value of the yLink card and encourage sign ups.