TRAMS ALWAYS HAVE PRIORITY, EVEN IN COMMERCIALS
| Title | TRAMS ALWAYS HAVE PRIORITY, EVEN IN COMMERCIALS |
| Brand | MIVB/STIB |
| Product/Service | PUBLIC SERVICE |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
INITIATIVE MEDIA Hoeilaart, BELGIUM
|
|
Additional Company
|
SONICVILLE Brussels, BELGIUM
|
|
Additional Company 2
|
MIVB/STIB Brussels, BELGIUM
|
Credits
| Joost Berends |
mortierbrigade |
Creative Director |
| Elise Evrard |
mortierbrigade |
Copywriter |
| Jens Mortier |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Evert Vermeire |
mortierbrigade |
Business Director |
| Vincent D'Halluin |
mortierbrigade |
Strategic Director |
| Catherine Leleu |
mortierbrigade |
Producer |
The Campaign
We asked three major car brands to help us sensitise motorists. We interrupted the typical car commercials. We let the tram literally interfere. To make the point that trams always have priority.
This campaign was a completely new approach to sensitise motorists. Right in the middle of their interest, using the perfect medium at the perfect time.
Creative Execution
Implementation: the campaign was aired during traffic peak hours.
Media channels and integration: we used the medium radio, heavily used by motorists.
Timeline: the campaign ran for two weeks.
Scale: on national radio.
The campaign not only made the incidents decrease (-25%), it also got a lot of sympathy from the audience (+ 27%).
This campaign is entered in 'Financial Product & Services'. We asked three major car brands to help us sensitise motorists. We interrupted the typical car commercials. We let the tram literally interfere. To make the point that trams always have priority.
Insights, Strategy and the Idea
Target audience: the target audience were motorists, since they are the ones causing the most accidents, and needed to be sensitized.
Media planning: the commercials were aired on Belgium’s biggest radio station during peak hours
Approach: we didn’t want to moralise, rather sensitize.