How to introduce a revolutionary mode of transport in Mauritius? The main objective of the campaign was to inform and sensitise the population to the benefits of the same, but also to educate them on how to use it.
The ME brand (Metro Express) had one objective in mind: to put the traveller, “Me”, at the centre. From the brand identity to communication material, we developed a simple, memorable campaign to encourage adoption of the ME as a new way to move every day in Mauritius. A brand character was designed and named after the train itself – Mauricio.
A comprehensive campaign rolled out with a focus on digital media.