Short Marketing Videos

The selected brand and target audience

Melbourne’s tram network is known as Yarra Trams. It operates 487 trams on 26 tram lines and a free City Circle tourist tram, with 1,763 tram stops as of May 2014. Melbourne’s tram network is the world’s biggest, with 250 kilometres of double track. Trams in Melbourne carried 203.8 million passengers in 2015/16, covering a total distance of more than 24.8 million kilometres. Yarra Trams runs 31,400 scheduled tram services every week, resulting in trams running for around 20 hours per day.

The goals of Yarra trams are to inform and teach tourists how to use the network efficiently when they visit Melbourne in order to prevent these problems. We will target visitors and newcomers aged 20 to 42 who are unfamiliar with the city in order to achieve this aim.

The video messaging and its projected outcomes

What better way to enhance Melbourne’s transportation flexibility than to create preventative movies that teach people how to use the tram network efficiently. These videos will be directed towards visitors to the city.

The anticipated outcome is a greater knowledge of the tram’s operating system. The many steps are split out in short films that are easy to recall, especially when components like music, tram noises, and even the voice-over are repeated. This will eliminate problems with tram travel outside of the free tram zone, where many people are unfamiliar with how to use the tram.

The majority of the time, the reasons are simple: individuals are learning how to utilise the system for the first time. This gives an unfavourable perception of the city and frustrates passengers. The goal of Yarra Trams is to educate and train passengers on how to use the network effectively when visiting Melbourne in order to avoid these issues.

The video concept and why this medium would work as a strong marketing tool for the selected brand and one of its media channels

To raise awareness, these videos must be aired online and shown as adverts on these platforms or on any screens in Yarra Trams stores. The idea behind these videos is to use brief messages to illustrate one of the stages of tram use. The idea is to be able to share these films on various social media platforms and have them become viral. These videos are ideal for deployment on networks like TikTok or Instagram because of their brief length and the manner they were shot. This enables us to accurately target young users who are likely to fall into our target demographic. On the YouTube platform, these films may also be utilised as a brief commercial.

Because the benefit of these social networks is that we can simply target our audience and contact them directly, this is a powerful marketing tool for the chosen brand. Because the films are brief, the chance of being overlooked or rapidly browsed through is reduced, and the message may be conveyed effectively. Additionally, the caption may be used to create print materials (such as flyers and posters), enabling for a multi- platform campaign to be created.