Insights, Strategy & the Idea: The campaign’s goal was to make public transport easier to use for people how always commute by car.
Creative Execution: To achieve this we focused on the web-based travel planner and developed a widget as well as made it work with cellphones and iPhones. Then we took the travel planner direct to the streets. In addition to a traditional outdoor campaign we showcased the travel planner in real-time within an outdoor ad unit - right at the metro stop - allowing pedestrians to plan their journey on the spot.
Results and Effectiveness: Around 3000 people used the travel planner in the abribus, during the two weeks it was displayed.
Advertising Agency: Forsman & Bodenfors, Sweden