Yo-Chi has teamed up with the Victorian Government’s Department of Transport and Planning to launch my-Chi Monday, a partnership designed to encourage young Victorians to use the Youth myki and take advantage of free public transport for under 18s.
The campaign sits within the broader Youth myki platform and reframes behaviour change through culture-led incentives, summed up in the line: less topping up, more toppings.
A weekly ritual built around Youth myki
At the heart of the partnership is a simple mechanic. Every Monday during the eight-week campaign, running until 23 March, eligible customers who show their Youth myki receive 20% off their Yo-Chi purchase.
The weekly offer is designed to build a new ritual among young people while reinforcing awareness and uptake of the Youth myki.
Image: Snack Drawer
Oliver Allis, Brand Director at Yo-Chi, said the collaboration aligns with the brand’s community focus.
“Yo-Chi has always been about community and culture. my-Chi Monday gives young people a fun reason to build a new ritual, and it supports a great outcome for Victorian families,” Allis said.
A multi-channel rollout across Victoria
The my-Chi campaign has rolled out across creator-led and earned content, Department of Transport and Planning-owned channels, Yo-Chi-owned platforms and out-of-home placements across Victoria.
Image: Snack Drawer
Media activity includes creator content across social media, both organic and paid, as well as out-of-home placements such as bus wraps, tram wraps, shelters, shelter posters, and a billboard.
Earned media placements have appeared across Urban List, Daily Straits, and Student Edge, supported by media owned by the Department of Transport and Planning.
Yo-Chi has amplified the campaign through Instagram collaboration posts with @transport.victoria, a TikTok launch post, Stories and reposts.
Yo-Chi Malvern also hosted a launch event to bring the partnership into physical space and onto social feeds.
Snack Drawer leads creative and content delivery
Snack Drawer led the creative, digital and content delivery for the campaign, producing campaign content, creator activity and out-of-home assets for the Department of Transport and Planning, while working closely with Yo-Chi to activate my-Chi Monday in-store.
The agency delivered the campaign alongside Taboo, Ethnolink and OMD.
Hannah McElhinney, Chief Creator Officer at Snack Drawer, said the collaboration demonstrates the value of well-matched partnerships.
“A good partnership enhances both brands and creates something larger than the sum of its parts. The my-Chi collaboration does this in a fun and youth-forward way, further cementing Yo-Chi and public transport within youth culture,” McElhinney said.
Top Image: Snack Drawer