MRT Purple Line

Strategic Branding

What We Do

Launch of new service

Online & Offsite event management

Brand strategy

Overview

The Metropolitan Rapid Transit Authority of Thailand had just launched its Purple Line but was greeted with lukewarm interest. It found that commuters might have felt the fares were too high. While price-cutting was one way to deal with the situation, there should also be a creative brand strategy to promote the new service's popularity among Bangkokians.

Results

Jenosize rolled out online and offline campaigns aiming at fortifying positive recognition of the Purple Line among commuters. On top of price incentives, the campaigns on digital platforms and at train stations were designed to brand the Purple Line as a gift for Bangkokians. The promotions were timed around the year's end festivals to accentuate the effect. Moreover, we helped promote the uniqueness of the service based on its long route that reaches the neighboring province of Nontaburi, enabling a new impression that the Purple Line offers good value. As a result, MRT recorded 70% growth of passengers for this new line.

70%

Growth in Ticket Sales

Jenosize's strategic campaigns reshaped the launch of our Purple Line. Their creative brand strategy, aligned with festivities, transformed commuter perceptions, resulting in substantial passenger growth. By emphasizing value and uniqueness, they made the Purple Line a cherished choice for Bangkokians.