TRANSPORT FOR LONDON Presentation to the third meeting of the Moscow International Transport Expert Council Promotion of contactless payment cards Author: Simon Wainberg, Commercial Finance Date: 01 October, 2015

Transport for London Owner and operator of one of the largest integrated transport networks in Europe 2

Go Contactless (Encouraging switching) Information (customer benefit) Best value for customers Customer education (Customer reminders) Promotion of contactless payment Campaign overview Contactless introduced late 2013 on buses and mid 2014 on LU/Rail – supported by multiple campaign ‘waves’ – from Nov 13 onwards Current campaign launched Apr-15 Vibrant and distinctive campaign designed to educate existing customers Designed to distil complex message down into simple illustrations Each poster communicates a distinct piece of helpful, relevant information which aids their understanding as how to best to pay for travel

Campaign success Individual poster recognition Jun-15 (%) 4 Individual poster recognition Jun-15 (%) [Average no. of posters recognised: 2.7] Typically recognition of previous individual Oyster and Contactless posters was between 10-25%; partly dependent on media weight. Not tested W13 W14

Campaign feedback What people said they liked or disliked – July 2015 Most customers like that the campaign is colourful, eye-catching, and clear. Things people didn’t like, such as confusing and difficult to read (e.g. text too small) were mentioned to a lesser extent, as seen previously.

Customers who have and use contactless payment cards 68 Ownership of contactless:

Contactless payment card growth Trend on Bus and Tube / Rail Services