The Problem:

Glasgow’s Subway opened on 14th December 1896. It is the third-oldest underground metro system in the world after London in 1863, and Budapest in 1896. The Subway icon of the city with its bright orange fleet of trains, legendary “shoogle”, and quaint circular route. Yet, SPT Subway struggles to attract the new customers and commuters it needs to grow and support its £288m investment in upgrading and future-proofing the service.

The MindField Thinking:

Using the Subway is a means to an end. We shifted the focus of their campaigns from the places and iconic landmarks where Subway stops, to the ordinary people who use it to get to the things that matter most to them. Focussing on what we called ‘Glasgow’s Underground’ – the lesser known businesses, bloggers, promoters and people who form the beating heart of the city. From the everyday to the extraordinary, Subway is open to everyone and connects people with what they love.

The Answer:

Watch Lawrence Chaney in MY GLASGOW, MY SUBWAY

We scouted the city and cast 6 groups of characters to tell their stories. From finding the fabulous Lawrence Chaney in a local comedy club (who went on to win RuPaul’s Drag Race UK) to the commuter who thinks Subway’s quick and easy service has probably saved him from being fired from work for previously always being late. The campaign ran on TV, Social, Radio, OOH, Print and invaluable earned media by hitting the news headlines.

https://www.spt.co.uk