VOICES OF BRUSSELS

Short List
TitleVOICES OF BRUSSELS
BrandSTIB/MIVB
Category C02. Messaging Campaign
Product/ServiceBRUSSELS PUBLIC TRANSPORT
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement MORTIERBRIGADE Brussels, BELGIUM
PR MORTIERBRIGADE Brussels, BELGIUM
Production MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Geoffrey Masse mortierbrigade Art Director
Nicolas Mouquet mortierbrigade copywriter

Background

During COVID-19 lockdown in spring 2020, people of Brussels were separated from their friends and families. It was especially hard for the elderly, who have limited access to technology like Facebook Messenger, WhatsApp or video calls. Brussels Public Transportation Company STIB has a purpose of bringing people together. We needed to stay true to our purpose and find a way to bring it to life in difficult times. We brought Brussels citizens what they missed the most: voices of their families and friends.

Describe the creative idea

Transporting love from Facebook Messenger to people’s door during lockdown. Carrying love instead of commuters

Describe the strategy

During COVID-19 lockdown in spring 2020, people of Brussels were separated from their friends and families. It was especially hard for the elderly, who have limited access to technology like Facebook Messenger, WhatsApp or video calls. Brussels Public Transportation Company STIB has a purpose of bringing people together. We needed to stay true to our purpose and find a way to bring it to life in difficult times. We brought Brussels citizens what they missed the most: voices of their families and friends.

Describe the execution

We launched a special electric bus which, instead of carrying people, carried audio messages from Brussels’ inhabitants to their grandparents, family members, healthcare workers or other persons they missed. Residents had to record an audio message on Facebook Messenger and send it to @lastib, along with the address of the recipient. That way, the bus could drive to people’s door and play the messages in their street. Bringing the empty silent streets of Brussels back to life for a little while. We planned everyday a different route passing through every district of Brussels to deliver as much love messages as we could.

List the results

Impact: These messages of hope and joy touched people of Brussels deeply and inspired people around the world. STIB measured 0% negative sentiment on its social media, that’s quite unique for a public transportation company. Results: 818 messages shared in 48 hours The bus broadcasted messages across 250 kilometers in the city (7 times the size of Brussels) 39 countries shared the idea hitting several tv news (Sky news, Fox news, NOS and Belgian national tv) 1,1 billion impressions 392 news outlets But most importantly: 25 birthday wishes 20 declarations of love 1 wedding proposal