Auto top-up (ATU) is a service that allows your Oyster card pay as you go balance to be topped up automatically whenever it drops below £5. The set up process is complicated – we needed to help people to understand it and get them to sign up. We needed to increase the number of Oyster ATU customers by 5%.

iPods on public transport are now common place. So we expanded upon the link between music and travel by getting Transport for London (TfL) to join forces with iTunes and offer customers who set up Auto Top-Up five free songs.The creative plays on the partnership between travel and music by combining the names of rock and pop stars with famous London stations, such as Eric Clapham, and Lily Balham. The campaign included posters in Tube and bus stations and a series of Metro press ads. Online rich media ads allowed users to create and print their own posters.

We have achieved a 71% increase in ATU sign-ups so far. At £202 average annual ATU value, acquisition cost equates 3% (£6.50), with one year, or 1% over three years respectively. With 27% email open rates, we exceed industry standards (at 15%) by far.The campaign creates an engaging, interactive theme that everyone finds irresistible. We challenge anyone that sees the work to not start trying to devise their own combinations! With the development of the online help tool and partnering with a strong offer with iTunes, we made the campaign appeal to Londoners.