Revolutionising Sydney's Public Transport:

Sydney faced a significant challenge in transitioning its public transport users to a new electronic ticketing system. Despite its potential benefits, the Opal card system initially encountered resistance due to lack of awareness and a tendency for commuters to stick with familiar methods. Our solution focused on demonstrating the personal, long-term advantages of the Opal system, emphasizing its ease of use across all transport modes. By simplifying the communication of how the card worked and highlighting its seamless interaction, we overcame initial hesitations.

The results were impressive: over 1.4 million cards were in use within six months, surpassing government targets by three months. Notably, senior citizens quickly embraced the change, with 83,000 cards registered in less than a month, showcasing the campaign's success in driving behavior change across diverse demographics.