We wanted to make university students one of our core rider groups and in doing so, change the image of the bus as a loser cruiser. Building on Viva’s promise of connectivity, this popular campaign made it resonate powerfully for students by placing it in their world. Our single, unifying idea: Viva connects you with the world you live in. Yes, Viva gets you there on time, reliably, efficiently and comfortably in a way that’s good for the planet, but as importantly to a student, when you ride Viva, you continue to make friends, meet people, have fun. You connect.