Dublin Bus
Every Action Matters.
Every Driver Counts.
Bringing KPIs to life through a campaign that connects purpose, pride, and performance.
Driving Performance Through Engagement
Dublin Bus is the heartbeat of the capital, carrying over 142 million passengers a year. Its 3,500+ employees, and in particular its drivers, play a critical role in ensuring the network runs efficiently, reliably, and safely.
To support the company’s performance ambitions, we partnered with Genesis to develop a Driver Engagement programme; a clear, motivating campaign designed to bring key performance indicators (KPIs) to life for drivers and empower them to deliver them daily.
Our goal was simple: to help drivers understand, connect with, and take ownership of the KPIs that matter most ensuring they not only understood the targets, but were inspired to meet them.
From Strategy to Steering Wheel
Dublin Bus needed to rally over 3,500 drivers behind a new set of service excellence targets, creating urgency, fostering understanding, and most importantly, motivating action.
We co-created a full programme from insight to execution, rooted in strategic planning, operational integration, and employee engagement.
We worked closely with leadership to:
- Redefine the challenge: linking performance, pride and customer value
- Design the full programme structure, including rollout process, depot integration, and toolkits
- Create a phased plan: from management engagement through to creative deployment and training support
- Develop a modular messaging framework tailored to four core KPIs, mapped to a driver’s daily journey
Recognising the complexity of delivering internal communications to a dispersed workforce across multiple depots and shifts, with limited online access, we designed a train-the-trainer approach that brought the campaign directly into each depot. We equipped managers with everything they needed to run consistent, impactful sessions, including ready-to-use scripts, visuals, videos, and workshop materials.
A Campaign with Traction
At the heart of the programme was a compelling campaign idea: “Every Stop Counts”. This human centred concept positioned every action, every minute, every fare, every interaction, as part of a shared mission. It reframed compliance as achievement, using motivational framing to inspire pride, performance, and personal ownership.
Visually and verbally, we drew inspiration from gamified environments like fitness and navigation apps to create engaging, accessible creative:
- Complicated KPI language was translated into plain English drivers could understand and relate to
- 16 complex messages were distilled into 10 daily actions mapped to a driver’s shift
- KPI icons, infographics, and emotive messaging connected performance to purpose
- Workshop content included scenario-based learning and real world case studies to bring KPIs to life
From environment branding to in vehicle prompts and depot noticeboards, the message was clear and consistent at every touchpoint.
Measurable Momentum
The Driver Engagement programme helped build widespread awareness, shared ownership, and improved communication around performance priorities.
Depot managers reported increased confidence delivering KPI messages, while drivers better understood not just what was expected, but why it mattered to them, to passengers, and to the future of Dublin Bus.
By reinforcing a culture of responsibility, collaboration and pride, the programme helped unite teams around the common goal of delivering service excellence, one stop at a time.
Deliverables
- Full engagement programme planning
- Management engagement and buy-in
- Train-the-Trainer workshops, equipping managers with workshop tools, templates, and scripts for depot-based conversations
- Campaign concept, naming, and assets
- Creative materials: posters, brochures, branded folders, and digital signage
- Facilitation support and training to ensure confident and consistent delivery
- Templates for capturing depot feedback and driver insights
- Video storyboards and messaging scripts to explain the “why” behind the KPIs
- KPI infographics showing the impact of driver actions on performance outcomes and penalties
“The Driver Engagement programme developed by RichardsDee and Genesis helped bring clarity, momentum, and meaning to Dublin Bus’s performance goals. By translating KPIs into plain, relatable language and equipping depot managers with the tools to lead impactful conversations, we’ve seen a shift in how drivers understand their role in delivering service excellence.”
Mary Ryan
Head of Business Development
