Agency: Bastion Insights

Using research to help our Chinese community understand how tolling in Australia works.

Transurban wanted to understand the pain points the Chinese-speaking community was experiencing, and the key questions they have when it comes to traveling on toll roads and paying for them.

Bastion Insights helped to explore how language barriers may impact customers’ knowledge and experience of using toll roads. This helped Transurban develop relevant and meaningful communications that engage Chinese drivers and encourage them to get set-up for traveling on toll roads.

The Cross-Cultural Insights team has identified gaps and issues that are deeply linked to the Chinese culture and brought-up, combined with challenges new migrants face. These have shaped the video content and narrative as well as language to be appropriate and meaningful to truly help the Chinese community better drive in Australia.