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Problem: Persuading public transport users in Sydney to adopt a new ticketing behaviour was not working. There was a lack of awareness and a status quo bias that was leading to self exclusion.
Solution: Behaviour change was only going to happen if transport users could see a personal and long term benefit to electronic ticketing. The new Opal system needed to feel easy and seamless across all forms of transport as well as delivering rational benefits.
The first part of the behaviour change was to help people to understand how the card worked. The inherent interaction needed to use the card became a simple way to communicate the simplicity of the new system.
All four modes of Sydney's public transport system had there own unique identity. For them to feel connected and address the users concern of Opal they needed to adopt a visual consistency.
An entire visual eco system was created to allow any element to connect across any media or information touch point.
Results: The uptake exceeded all expectations with over 1.4 million cards being used in the first six months. This was 3 months ahead of the government's own target. Adoption with seniors reached 83,000 cards being registered in under a month.
Cost effective pre-rolls could be created to highlight different features, benefits or information on events.