Tickety who?
You can’t bore people into buying. And you definitely can’t bully them into it. But brands still try. The problem? Consumers have seen it all before. They can spot overpromise, spin and sales tactics instantly and, once you lose them, you’re done. That’s exactly the tension we recently faced when creating a Metro wraparound for TicketyBoo, a new train ticketing brand from OnTrack Retail. On the one hand there’s a very direct job to do: shout about a money-off deal; on the other: earn trust from people who’ve never heard of you. So every word counts; sell too hard and you look suspect, play it too safe and no one cares.
So we walked the line. Clear, confident, no nonsense. A proper saving, communicated like it actually is, not dressed up, not overhyped. And, with a name like TicketyBoo, we made sure the personality came through. Not loud for the sake of it, but likeable enough to start a relationship. Because for us, the first impression isn’t the sale, it’s the moment someone decides they believe in you.
