Research had showed that customers had been over-exposed to Oyster publicity material and not only no longer noticed it, but also found new ‘price-capping’ and ‘pre-pay’ terminology confusing.

A bright colour palette helped the campaign stand out from the existing blue and yellow Oyster publicity, and we reduced each headline to one simple question, 'Did you know?' to grab customer’s attention.

The media included posters, escalator panels, tube car end panels, promotional staff distributing leaflets at 24 stations, and internal communications. Leaflets were supplied to Ticket Stop newsagents.