| Title | WORLD HERITAGE |
| Brand | SNCB/NMBS |
| Product/Service | TRANSPORT |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
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AIR PARTNER OF McCANN Brussels, BELGIUM
|
|
Advertising Agency
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AIR PARTNER OF McCANN Brussels, BELGIUM
|
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Production Company
|
CZAR Brussels, BELGIUM
|
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Production Company 2
|
NOZON Brussels, BELGIUM
|
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Production Company 3
|
SONICVILLE Brussels, BELGIUM
|
Credits
| Eric Hollander |
Air Brussels |
Executive Creative Director |
| Dieter De Ridder/Joeri Van Den Broeck |
Air Brussels |
Creative Directors |
| Ramin Afshar |
Air Brussels |
Creative |
| Audrey Semal |
Air Brussels |
Account Director |
| Karen De Bruyn |
Air Brussels |
Account Manager |
| Aurélie Thollebeek/Adrienne Chalot |
Air Brussels |
Account Executives |
| Greg Pin/Maxime Douillet |
Air Brussels |
Web Designers |
| Greg Pin |
Air Brussels |
Digital Producer |
| Bérengère Lurquin/Anne Gruszow |
Air Brussels |
Agency Producers |
| Koen Mortier |
Czar |
Film Director |
| Eurydice Gysel |
Czar |
Executive Producer |
| Maarten De Sutter |
Czar |
Producer |
| Jo Vermaercke |
Czar |
Dop |
| Manu Van Hove |
Czar |
Editor |
| Joost Van Kerckhove |
Czar |
Grading |
| Bieke De Keersmaecker |
Czar |
Post Production |
| Ann Vandenbussche |
Nozon |
Compositing |
| Jean-pierre Havelange |
Sncb/Nmbs |
Communication Manager |
| Bart De Groote |
Sncb/Nmbs |
Communication Manager |
| Jessica Pierrard |
Sncb/Nmbs |
Communication Manager |
The Brief
We had to promote the train as an alternative for the car.
Motorists are so used to being stuck in traffic, that it became a normal part of their lives.
The Belgian railway company thought it was time to confront the Belgian drivers with their absurd love for traffic jams by launching a remarkable petition on radio, television and billboards: ‘Help the Belgian traffic jams become world heritage on trafficjamsforheritage.com’. People could sign the petition and at the same time discover the stress-free alternative: via a route planner motorists experienced how easy and comfortable it is to travel by train.
Campaign Success
A slightly absurd television & online commercial ending with the words ”I love the smell of exhaust fumes in the evening” led people to our campaign site where they could sign our petition. At the same time they discovered the stress-free alternative: via a route planner car drivers experienced how easy and comfortable it is to travel by train.
The same petition URL was used on contextual billboards on strategic places with heavy traffic. Each billboard, in the official UNESCO graphic code of course, was adapted to the local situation and signed with the logo of the railway company. In other words: car drivers were confronted with their absurd behaviour AND told at the same time how much faster they would have been by train.
Describe the success of the promotion with both client and consumer including some quantifiable results
Brand likeability: +12%
+ 189.000 website visits (17% checked the route planner)
+ 5.000 ON-AND OFFLINE SIGNATURES COLLECTED
The train became top of mind alternative for being stuck in traffic
Explain why the method of promotion was most relevant to the product or service
Although the government did a lot of efforts to promote alternatives like bike, bus or train, the problem of traffic jams keeps getting worse. So we needed a more activating approach.
That’s why our campaign activated all Belgian car drivers to sign the online petition “Help Belgian traffic jams become UNESCO world heritage on trafficjamsforheritage.com” - (Original site: fileszijnerfgoed.be) by confronting them with their absurd love for traffic jams.
On the campaign site people could sign our petition. At the same time they discovered the stress-free alternative: via a route planner they experienced how easy and comfortable it is to travel by train.