Saatchi & Saatchi Russia, on assignment from the Moscow Department of Transport, has developed a design solution and media campaign for a new ticketing system, one which will encompass the city's entire public transport infrastructure including busses, trams, trolleys and metro underground.
Starting from April 2, 2013, the new ticketing system, which has largely remained unchanged for several decades, will make it easier for anyone using the public transport system to identify, purchase and use relevant tariff plans designed to reduce queues and ease the overall cost of travel.
Saatchi's design team was tasked with the challenge of combining a set of functional parameters with a modern, easy to comprehend aesthetic, one that would be clear to those familiar with the incumbent system, casual users and even tourists with minimal Russian language skills.
The media campaign's slogan, which roughly translates in English to "Love. Ride." is consistent with the Department's aim of revamping the public transport experience into a more positive and functional takeaway.
The new system includes three types of tariffs: Unified, which allows for one time access to any public transit means, TAT (tram-autobus-trolley), which gives access to above ground transport and a new 90-Minute card, which affords riders full access to all transport means for a total of 90 minutes. In addition, Saatchi has designed a new eTicket called Troika, which is reusable and will allow for future services such as parking, airport shuttles and other city infrastructure.
"We looked at a few areas for inspiration," commented Alex Shifrin, Managing Director for Saatchi&Saatchi Russia. "Key to our approach were the learnings we were able to use from Saatchi's work on London's Oyster Card, however we were particularly inspired by some of the iconography and simplicity of the tickets used in Moscow and St. Petersburg in the 1970's and 80's. There was something brilliant in their approach, and Id recommend anyone to have a look online at some of the archived images."
The promotional campaign will kick off at the start of April, and will feature television, print, online radio and point of sale communication in order to introduce the new program and inform travellers how to best use the new system. More information can be found at www.troika.mos.ru.