PLMR Genesis implemented a series of targeted campaigns tailored to DigiGo’s dual needs: public service promotion and recruitment. 

DigiGo Service Awareness Campaign 

We delivered a two-phase digital advertising strategy via Meta and Google Display. Phase 1 focused on initial broad awareness to introduce the brand new on-demand bus service, DigiGo. Whilst phase 2 utilised detailed interest targeting to encourage app downloads for the TravelEssex app. The ads targeted four key audience groups: parents and families, students and young people, working professionals, and the general public. These four key audiences were targeted as they were the most likely audience groups to use the service, therefore offering better results and higher return on ad spend.  

DigiGo Driver Recruitment Campaign 

As part of the new on-demand bus service, Essex County Council needed to recruit more drivers for the buses. We designed an empowering recruitment campaign with the tagline “Get Behind the Wheel” to motivate career changers. 

We utilised Meta for its precise targeting options, used bold creative visuals to stand out in the audience feed, and diverse hero images to resonate with various demographics. 

DigiGo & Ugobus Joint Recruitment Campaign 

The council saw extreme growth in both its DigiGo and UgoBus services and therefore needed to recruit more drivers to deliver user demand. We delivered a split-campaign strategy for DigiGo and Ugobus, incorporating three sub-campaigns: 

• Community: Highlighted local impact and community benefits. 

• Opportunity: Showcased job perks and career growth potential. 

• Informational: Provided essential details about roles and application processes. 

These ads leveraged tailored messaging and visuals aligned to user interests, behaviour, and locations.