think different, be different, get rewarded

I'm guessing the cider market in New Zealand is no different to the cider market here in the UK.

Namely a few main players (Magners, Bulmers, Strongbow, Woodpecker) alongside a number of challenger brands like Weston's and Wychwood Brewery. So in essence the big boys and the small boys, with varying degrees of marketing spend all trying to make you choose their brand over a rival's.

A brand with lots of money can bludgeon customers with their message through repetition. However if you have next to nothing you have to be clever, think about the best way to spend your budget and use your brain to get people talking.

This is the story of of how one brand used a great idea as basis for a marketing campaign that had remarkable success.

So could the marketing of public transport learn something from Monteith's approach in being different?

I think you know our answer.