Ireland’s largest public transport service provider, Dublin Bus, is due to launch a new integrated marketing campaign that aims to gives customers an insight into how the 45,000 weekly Dublin Bus journeys run smoothly, safely and on time with a ‘behind the scenes’ look at the Control Centre at Dublin Bus and the different personnel who help pull the service together. Featuring Emmy nominated and IFTA award winning Baz Ashmawy and his mother Nancy, the campaign highlights the most advanced technologies and the skilled and committed team behind every bus journey. The automatic vehicle location systems, street cameras and traffic light priority system that all allow Dublin Bus flexibility to respond to every day journey challenges, from road-closures and public marches to severe weather conditions, are all highlighted in this digital and outdoor campaign. The ‘Mad Dash Home’ campaign will debut on digital channels with a teaser video (30th Oct) followed by the first piece of video content (3rd Nov), featuring Baz and Nancy travelling home. This piece sees Baz try to entice Nancy into a rally car but Nancy resists and puts her trust in Dublin Bus, as Baz passes her at the bus stop he suggests a challenge. Nancy and Dublin Bus use all the technologies at their disposal; Traffic Light Priority, Automatic Vehicle Location and Control (AVLC), Real Time Passenger Information (RTPI), roadside displays and mobile applications to try to ensure that Nancy makes it home first. A second film will go 'behind the scenes' on 12th November, to lay bare the inner workings of Central Control in more detail. It will show Baz and Nancy being introduced to the Central Control team that helped Nancy beat Baz home, one of several teams that help tens of thousands of passengers every day.The campaign, which highlights the 96% accuracy of Dublin Bus RTPI despite the challenges of traffic realities, will run on Video on Demand, YouTube Video Display, Digital Display advertising and be supported on social platforms, Facebook and Twitter. The digital campaign will be supported by outdoor print ads featuring Dublin Bus staff and their areas of expertise - Angie “The Bus Whisperer”; Barry, “The Terminator of Traffic” and Joan “The Oracle of Obstacles”.Dublin Bus Head of Marketing, Dawn Bailey said “We recognise time is a priority for passengers and with this campaign we illustrate the systems Dublin Bus have implemented to ensure a smoother, safer and faster journey for passengers in the Greater Dublin Area. From our Automatic Vehicle Location and Control system to our improved mobile applications Dublin Bus is constantly striving to improve the customer journey and service information from start to finish.” The campaign concept was devised by Rothco with The Mad Dash Home directed by Brown Bread Films and media planning and buying handled by Carat.