How Cygnus created a fully integrated communications campaign for ITSO

In our last issue, we discovered how Cygnus strives to work with a variety of businesses to create better brand experiences in partnership with its clients. This month’s article explores how the Cygnus team collaborated with ITSO to meet the challenges of launching a creative campaign.

The challenge

Milton Keynes based company ITSO has been making travelling on public transport throughout the UK seamless and easier by enabling smart ticketing technology since 2002. When ITSO wanted to launch their newly developed ITSO on Mobile solution, a ground breaking mobile ticketing technology created to empower passengers across all modes of transport, it approached Cygnus to support them with the launch.

ITSO on Mobile securely delivers purchased tickets, within seconds, directly to the Google Pay digital wallet on the phone. The smartphone serves as both ticket machine and ticket to provide a modern, end-to-end mobile ticketing solution.

Discovery, strategy and planning

Working closely with the marketing team at ITSO, Cygnus, got to work on a campaign strategy which helped everyone involved to really think about what the ITSO brand needed, and the steps required to take it in the right direction to get it seen

and heard. “Before any project or campaign we will always work to identify strategic insights and make recommendations that will be effective and brand strengthening... we always think and plan before we act,” says Senior Creative, George Lah-Anyane.

Strategy agreed, Cygnus was able to put the plan into action and begin work on creating all of the elements that would make up a fully integrated communications campaign for ITSO’s new mobile solution.

The creative campaign

The campaign focused on promoting key features and benefits for passengers and operators alike and was created to have a real impact whilst maintaining a consistent and memorable brand identity that not only met with the brand guidelines of ITSO but also worked within the Google Pay brand parameters to ensure corporate consistency, ahead of approval from the Google team. “With so many ways to talk to your customers, and each way potentially as valuable as the other, we must create a consistency of message so the campaign idea doesn’t get lost,” explains Creative Director Jamie Rayner.

Cygnus knows that grabbing attention is one thing, but grabbing the ‘right’ attention is another. “Before every campaign concept we ask the right questions, listen to our client’s objectives and research and define their target audience to recommend the right approach,” explains Managing Director Martin Carmody. “We have experience and expertise with all media, across every customer touchpoint and channel and we’ll use whichever method is right to get our clients’ brand seen, heard and remembered.”

The culmination of the campaign resulted in a vast array of outputs. Touchpoints included: a takeover page on the website; designed to elevate the brand in the user’s mind a number of informative animations, used to deliver the key benefits of the solution quickly in a digestible way marketing collateral including brochures, folders, inserts and

presentation templates for the sales teams to utilise during and after the launch phase

press ads to increase awareness in the transport industry social media posts templates for further brand reach for digitally savvy audiences bespoke event graphics including portable stands, along with a large graphics scheme housing video display screens to enable an immersive experience promo launch video utilising the GPay brand to support the overarching credentials of the project.

The result

The result of this activity presented ITSO on Mobile with a great deal of visibility, driving interest from a number of transportation operators in the UK, ultimately fulfilling the objective of the original brief. Since its launch, ITSO on Mobile has gone live with three regional transport operators and is due to launch with a national operator soon. This has brought the UK’s transport smart card standard to mobile devices using Google Pay for the first time, with further ITSO on Mobile deployments planned within the industry.


Do you have a new product or service you’re planning to launch? No matter how big or small you think the project or campaign might be, get in touch now to see how the team at Cygnus can add value to your marketing objectives. 01908 067999.