Stagecoach Makes Going Electric Hard to Ignore

Catchy Campaign to Drive Electric Bus use in Devon  

A catchy multi-channel campaign went live last month as Stagecoach South West rolls out almost 100 fully electric buses across Devon. The campaign, from Stagecoach and Devon County Council was conceived and delivered by Exeter-based film and creative agency AllTold and leads with a playful take on the customer experience of the new buses.

At the heart of the campaign is a memorable original soundtrack and a series of simple, playful messages designed to stay in the minds of Devon residents, positioning bus travel as the transport of choice for everyday journeys. Filmed against iconic Devon backdrops, the creative celebrates both the region’s communities and the new electric fleet serving them.

Backed by a combined investment of around £50 million through the Government’s Zero Emission Bus Regional Areas (ZEBRA 2) programme and Stagecoach, the electric fleet represents one of the South West’s largest investments in sustainable public transport and marks a significant milestone in the region’s journey towards a zero-emission bus network.

Running across digital, social media, YouTube, radio and out-of-home advertising, the campaign challenges perceptions of bus travel to encourage new and lapsed passengers to get on board and celebrate a new era for public transport in Devon.

Rather than focusing solely on environmental credentials, the campaign used customer insight to put the passenger experience front and centre.

The campaign amplifies five key customer benefits:

· Quiet Bus — noticeably quieter, more relaxing journeys.

· Comfy Bus — premium e-leather seats, air-conditioning and smoother rides.

· Clever Bus — USB charging at every seat plus clear audio and visual next-stop announcements.

· Green Bus — zero-emission vehicles, each saving around 66 tonnes of CO₂ a year.

· Devon Bus — a shared countywide livery reflecting the partnership behind the rollout.

Peter Knight, Managing Director, Stagecoach South West, said: “The arrival of almost 100 new electric buses is one of the most significant investments we’ve made in public transport across the South West, and we wanted a campaign that reflected the scale of that ambition.

“Working alongside Devon County Council and All Told has allowed us to create something that feels authentically Devon while showcasing a modern, high-quality bus experience. We know people are motivated by what they experience every day, so we’ve focused on the things that matter most such as comfortable seating, quieter journeys, onboard technology, reliability and great value. Of course, there are significant environmental benefits too, but if this campaign helps more people discover just how enjoyable and convenient bus travel can be, then we’ve achieved exactly what we set out to do.”

The Devon Bus branding has been developed to celebrate the region’s Enhanced Partnership between Devon County Council and local bus operators. The Devon Bus Enhanced Partnership Board, comprising senior officers from the council and representatives from operators, meets quarterly to oversee investment and service improvements, supported by the wider Devon BUS Forum, which promotes collaboration and engagement across the network. The partnership is also extending the Devon Bus identity across passenger information, with the aim of introducing the branding to digital bus signage and infrastructure throughout the county.

Adam Fausset Creative Director at All Told said: “Our thinking was to try and create a campaign that was almost impossible to miss, (we hope!) something to sing along to and smile to. We wanted to inject of bit fun, give Stagecoach a more endearing personality, and promote EV bus travel as a richer more colourful experience.”

The final creative can be seen here: https://www.youtube.com/watch?si=8tV7RRujInycvMzw&v=Zb4f2BnmdJY&feature=youtu.be

The campaign forms part of Stagecoach South West’s wider strategy to increase passenger numbers while supporting the transition to a zero-emission fleet.