Dublin Bus is launching a new marketing campaign designed to show off the investment and work that goes on behind-the-scenes at its control centre.

The Mad Dash Home campaign, devised by creative agency Rothco, will debuted last week with a teaser clip and will be followed this week by an online video in which Baz Ashmawy tries to entice his mother Nancy into a rally car. Nancy, who stars alongside her son in Sky One’s 50 Ways to Kill Your Mammy, resists and puts her trust in Dublin Bus instead.

A second film, which will be launched on November 12th, will “lay bare the inner workings” of central control in more detail, with Baz and Nancy introduced to the team that helps her beat rally car-driving Baz home. The complexity of what Dublin Bus does in its monitoring of 7,300 bus trips every day “isn’t necessarily visible”, says head of marketing Dawn Bailey. This campaign seeks to correct that.

 

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