The service lets commuters know when train services have been disrupted, cancelled or delayed by more than 15 minutes. According to Robb Hittner, account director at Leo Burnett, the agency helped develop the SMS service, which targets mainly the youth segment and up to 30-somethings. "The SMS service is really for hard-core commuters, who make 10 trips a week. These can be university students or lawyers. As it's an SMS service, it would appeal to a younger consumer, aged 18 to 35," he said.
The service is being promoted through print and outdoor ads. The creative shows that instead of waiting at a train platform, commuters can spend the extra minutes in bed, on the couch or at their desk at the office.
Connex markets rail delay alerts with Burnett sell
Leo Burnett is promoting a new SMS service for Connex, Melbourne's privately-owned train system, with a print and poster campaign targeted at the city's commuters.