THE CAR KEY TO PUBLIC TRANSPORT

TitleTHE CAR KEY TO PUBLIC TRANSPORT
BrandBRUSSELS PUBLIC TRANSPORT
Product/ServiceBRUSSELS PUBLIC TRANSPORT
Category D05. Special Build
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement INITIATIVE MEDIA Hoeilaart, BELGIUM
Credits
Name Company Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade creative directors

Write a short summary of what happens in the digital or ambient execution or campaign.

What if we could turn every car key into free publicity for public transport? We developed custom-built digital OOH billboards with a single use case: recognising car key frequencies and reacting to them when someone is looking for or opening their car. Whenever you pressed your car key near one of our billboards you would hear the iconic “ding-ding” sound of the tram instead of the “biep-biep” your car normally makes. We also added direction indicators which would flash as well. Combining visual and auditory cues draws the attention of drivers to our message: MIVB/STIB is the key to get Brussels in motion. Simply informing drivers about a better mobility solution is fine, but getting them to try it out themselves would be better. So we accompanied our billboards with custom ticket dispensers. Each of these dispensers gave drivers a free public transport ticket.

Cultural / Context information for the jury

MIVB-STIB is Brussels public transport provider with a tram, bus and subway network. We developed custom-built digital OOH billboards with a single use case: recognising car key frequencies and reacting to them when someone is looking for or opening their car. Whenever you pressed your car key near one of our billboards you would hear the iconic “ding-ding” sound of the tram instead of the “biep-biep” your car normally makes. We also added direction indicators which would flash as well. Combining visual and auditory cues draws the attention of drivers to our message: MIVB/STIB is the key to get Brussels in motion. Simply informing drivers about a better mobility solution is fine, but getting them to try it out themselves would be better. So we accompanied our billboards with custom ticket dispensers. Each of these dispensers gave drivers a