Yo-Chi X DTP Partnership Brings Youth Myki to Life with My-Chi Monday Blitz via Snack Drawer

Why It Matters

The program leverages free public‑transport eligibility to drive brand relevance among young Victorians while encouraging greater Youth myki usage, benefiting both the government’s transport goals and Yo‑Chi’s market penetration.

Key Takeaways

• 20% discount for Youth myki holders every Monday.
• Campaign spans eight weeks across OOH, digital, and creator channels.
• Snack Drawer leads creative, digital, and content execution.
• Yo‑Chi leverages transport partnership to embed brand in youth culture.
• Youth myki encourages free travel, boosting public transport usage.

Pulse Analysis

The Victorian Youth myki scheme, which grants free public transport to residents under 18, has become a strategic touchpoint for brands seeking authentic connections with younger audiences. By aligning with a government‑backed mobility program, Yo‑Chi taps into a daily habit—commuting—that can be transformed into a cultural moment. This partnership underscores how public‑sector initiatives can serve as platforms for commercial storytelling, especially when the offering resonates with the target demographic’s lifestyle and spending patterns.

my‑Chi Monday exemplifies a multi‑channel activation that blends creator‑driven social content, out‑of‑home placements and earned media. Snack Drawer’s role in crafting the visual language and coordinating digital assets ensures consistent brand messaging across bus wraps, tram shelters, Instagram collabs and TikTok launches. The collaboration with agencies Taboo, Ethnolink and OMD adds media‑buying expertise, amplifying reach while maintaining a youth‑forward tone. Such integrated campaigns illustrate how snack brands can embed themselves in routine activities, turning a simple discount into a recurring ritual.

Beyond immediate sales lift, the initiative supports broader policy objectives by encouraging regular use of the Youth myki, potentially increasing long‑term public‑transport adoption among Gen Z. For Yo‑Chi, the partnership not only drives footfall in Snack Drawer venues but also positions the brand as a cultural ally of Victorian families. The success of my‑Chi Monday may inspire similar collaborations across other states, where transport authorities and consumer brands co‑create value‑added experiences that benefit both public infrastructure usage and commercial growth.