Title	PHOTO PROMO
Brand	DE LIJN
Product/Service	PUBLIC TRANSPORT
Category	A08. Use of Competitions & Promotional Games
Entrant Company	FAMOUS BRUSSELS, BELGIUM
Advertising Agency	FAMOUS BRUSSELS, BELGIUM

Name	Company	Position
Tim Driesen	Famous Brussels	Creative Director
Iwein Vandevyver	Famous Brussels	Creative Director
Laurent Dochy	Famous Brussels	Digital Creative Director
Mieke Van De Gehuchte	Famous Brussels	Business Director
Charlotte Ghekiere	Famous Brussels	Project Leader
Elisabeth Roelandt	Famous Brussels	Strategy
Sam De Vriendt	Famous Brussels	Copywriter
Bart Segers	Famous Brussels	Digital Production Director
Thomas Mattheussen	Famous Brussels	Development
Stijn Huyberechts	Famous Brussels	Development
Lauwri De Pater	Famous Brussels	Designer
Pieter Nijs	Famous Brussels	Ux Design
Kristof Luyckx	Famous Brussels	Artwork

The Brief

40% (active 25-64) uses bus and tram, but seem to forget the main benefit of travelling by bus or tram: you have your hands free, you can relax. With this campaign, we wanted to confirm them in their choice. 60% are car addicts. Public transport is perceived as negative: you only take public transport when there is no other option. They think public transport is only for youngsters, older people and people without a car. They come in touch with the campaign and get aware of the benefit of public transport through the social media feed of users.

Campaign Success

• We turned 600 buses and trams into driving promotional discount coupons. • Bus users could sit back, relax and wait for the bus to pass the place where they wanted discount. • They could take a picture with the discount flash in front, share it using #photopromo on Instagram or via the mobile website. • Every week (during 8 weeks) a jury including Belgian IT girl Joy Anna Thielemans selected the most original pictures. • We contacted the winners via social media. • Every week the winners were published in an online gallery. • Winners really received the discount on their picture in the store, restaurant,... on their picture.

Describe the success of the promotion with both client and consumer including some quantifiable results

1 out of 3 remembered seeing the campaign on bus or tram. 59% considers the message as true and relevant and 25% actually considers taking bus or tram in the future. The campaign website received 42 805 unique visitors, which is a lot for a small region like Flanders.

Explain why the method of promotion was most relevant to the product or service

We launched a brand new activation campaign focusing on the fact that when you take bus or tram to the city you can relax and you have your hands free for all the fun stuff. A freedom you don't experience in your car. So we made bus and tram trips extra fun by sticking promo flashes on the windows of 600 buses and trams, giving discount on every store, restaurant, museum, movie, gas station, barbershop, or whatever the bus or tram drove by. The only thing passengers had to do was take the bus that passes the place they wanted a discount on, take a picture with the discount flash in front, share it using #photopromo and win the discount. An entertaining way to reward bus users, show the advantages of the bus and to make people realize that they have their hands free for fun stuff.