petrol rise poster misses the point

Does this poster really stop you and ask to be taken notice of?

Does it beg not to be ignored? Has it got a strong call to action? Is it well designed?

The answer to all four questions is I'm afraid, a resounding no.

Stagecoach have committed the cardinal sin of not attempting to be different. For some reason they have decided that a promotion with fuel rises at its core, should show a petrol pump - just like every other campaign making a comparison between rising fuel prices and static bus fares. And that, ladies and gentleman of the marketing fraternity, is my point.

According to Stagecoach the poster also pointed out 'how convenient and cheap bus travel is' but having read the 13 words of copy I can see no reference to convenience or cheapness. Can you?

Back to the drawing board for this campaign I'm afraid.