They see us rollin’: How LPP drove social media to viral success

Public transport isn’t usually the hottest topic on social media, but Ljubljanski potniški promet (LPP), decided to change that. Instead of dry reminders about ticket validation, bus etiquette, and common bus-situations, we drafted a radically different approach—humor, relatability, and storytelling. With an all-star cast of their own employees, we created messages that entertained, educated, and engaged people across generations.

Insight:

Let’s be honest—rules and regulations aren’t the most exciting conversation starters. People tune out when you tell them what they should do. But what if the reminders about public transport etiquette were delivered in a way that made them laugh? – We understood the assignment! At bold.group we believe that humor and authenticity could do what traditional campaigns could not: capture attention and start conversations.

Goals:

  • Deliver important messages in an engaging, memorable way.
  • Educate passengers about proper Urbana validation.
  • Reach a broad audience of 1 million spanning different age groups.
  • Drive high engagement and interaction across different generations.
  • Prove that a strong content strategy can be more effective than influencer collaborations.
  • Enhance LPP’s social media presence, establish it as a modern and relevant brand, and rebuild a strong connection with its users.

Solutions:

Putting employees in the spotlight: Instead of influencers, LPP turned their own staff into stars, proving that authenticity trumps celebrity endorsements.

Meet Šverc Inšpektor! A hilarious character played by a real LPP bus driver, reminding passengers (in a cheeky way) to validate their Urbana cards and follow the rules.

Meet Milan! The face of LPP’s social media, Milan, another beloved employee, brought a personal and relatable touch to the brand. Through witty sketches and street interviews, he made bus etiquette fun and relatable, turning routine rules into engaging conversations with passengers.

Memes, memes, memes: LPP fully embraced internet culture, poking fun at everyday public transport experiences in a way that resonated with passengers.

Multi-Platform Strategy: Despite different audience demographics, LPP successfully entertained Gen Z and Millennials on Instagram while also engaging Boomers and older Millennials on Facebook with the same well-crafted content.

Results

In just 8 months, we didn’t just improve engagement—we shattered expectations. The approach proved that humor and real human connections are the ultimate engagement drivers* (literally: drivers). The numbers speak for themselves:

  • watch time: over 1 year! – 384 days, 23 hours, 35 minutes, and 46 seconds … and counting.
  • reach: over 3.3 million people
  • views: over 4.2 million 
  • likes: over 26,000
  • shares and saves: over 1,600
  • our memes reached 110,000 people, bringing laughter (or new insights) to over 90,000 of them.

The strategic and creative approach successfully turned LPP into more than just a transport provider—it became a social media sensation. By embracing humor, authenticity, and employee-driven storytelling, LPP proved that even a public transport company can be at the forefront of digital engagement. 

So… want to drive insane results on social media? Get in touch with us.