Title	TRAMS ALWAYS HAVE PRIORITY, EVEN IN COMMERCIALS
Brand	MIVB/STIB
Product/Service	PUBLIC SERVICE
Category	B02. Use of Audio Platforms
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

Name	Company	Position
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 'Use of Audio Platforms'. 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.