THE IDEA
The UK is becoming more divided than ever but megabus has been connecting the country for over 20 years – how could we remind people of this and use the brand to bring people together? By highlighting the little differences up and down the country that give the nation the niggles (from Devon or Cornish sconegate, to which city is the official home of music, to where you can get the best curry) and then extending an olive branch between these rival regions via a discount code for cheaper travel.

Content hosted by proud Londoner Joe Swash brought these regional differences to life and sparked some hilarious reactions and hearty debates with members of the public.

THE RESULTS

• 45 media articles including 8 x nationals and 13 broadcast interviews
• 37% of coverage used campaign imagery
• 100% positive sentiment
• 48% of editorial included key messaging of connecting people