| Title | MOBILITY WEEK |
| Brand | CITY HALL OF VALENCIA |
| Product/Service | MOBILITY WEEK |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
PUBLIP'S Valencia, SPAIN
|
|
Advertising Agency
|
PUBLIP'S Valencia, SPAIN
|
Credits
| Luis Piquer |
Publip's S.A. |
Ceo |
| Marta Chillarón |
Publip's S.A. |
Senior Planner |
| Lola Peralta |
Publip's S.A. |
Account Director |
| Fernando Grau |
Publip's S.A. |
Media Manager |
| Maria García |
Publip's S.A. |
Pr Manager |
| Fran Sanmartin |
Publip's S.A. |
Creative Director |
| Ana Illueca |
Publip's S.A. |
Art Director Creative |
| Iker Mujica |
Publip's S.A. |
Copywriter |
| Nuria Marti |
Publip's S.A. |
Graphic Designer |
The Brief
To mark European Mobility Week, Valencia City Council (Spain) wanted to create a notorious street action. Something that would back up its commitment to sustainable transport; and that didn’t cost much.
Describe how the promotion developed from concept to implementation
European Mobility Week aims to promote greater use of public transport. Our proposal to the City Council was to locate the most active public bus and bicycle service users in Valencia and present them to others as an example to be followed. We paid them a surprise tribute: we put their names on the outside of the buses they regularly use, we dedicated a seat to them and we filled the bike paths they regularly use with messages.
Describe the success of the promotion with both client and consumer including some quantifiable results
Now the people of Valencia have another incentive for using public transport more: they can become the next Sustainable Valencian Citizens. The action was very attractive for local and national press, and the City Council’s image improved significantly.
In quantitative terms, the number of subscribers to the public bus service increased by 7%, and the bicycle service by 11%. According to a survey conducted by the City Council after the campaign, one in three Valencians said they were more aware of the problem.
Explain why the method of promotion was most relevant to the product or service
These initiatives are normally filled with messages targeting the public: messages asking for more respect, more commitment and more awareness. But we thought that, just once, the public would appreciate “asking” for a little less, and “giving” a little more. And creating the awards gave the City Council more than an idea, we gave them something they can repeat for many years to come.