The campaign’s goal was to make public transport easier to use for people how always commute by car. To achieve this Forsman & Bodenfors Gothenburg, Sweden focused on the web-based travel planner and developed a widget as well as made it work with cellphones and iPhones. They then took the travel planner direct to the streets. In addition to a traditional outdoor campaign they showcased the travel planner in real-time within an outdoor ad unit – right at the metro stop – allowing pedestrians to plan their journey on the spot. Around 3000 people used the travel planner during the two weeks it was displayed.
Agency: Forsman & Bodenfors Gothenburg, Sweden.