De Lijn: Business Cards

Credits:

Type of Entry: Strategy
Category: Traffic Building
Title: BUSINESS CARDS
Advertiser/Client: DE LIJN
Product/Service: PUBLIC TRANSPORT COMPANY
Entrant Company: DUVAL GUILLAUME BRUSSELS, BELGIUM
DM/Advertising Agency: DUVAL GUILLAUME BRUSSELS, BELGIUM
Creative Credits
Name Company Position
Katrien Bottez Duval Guillaume Brussels Creative Director
Peter Ampe Duval Guillaume Brussels Creative Director
Matthias Dubois Duval Guillaume Brussels Account Manager
Tom Theys Duval Guillaume Brussels Copywriter
Tom Theys Duval Guillaume Brussels Art Director
Stoffel Van Den Bergh Duval Guillaume Brussels Designer
Details
Describe the brief from the client:
De Lijn BUSiness cards: Bus company De Lijn replaced the business cards of its employees by personalized bus tickets. De Lijn wanted to recruit more travellers amongst middle class professionals, who rarely use public transport.
Creative Execution:
The bus and tram tickets are made from paper and are about the same size as regular business cards. We created bus and business cards for workers at De Lijn with their name and personal details printed on. Since the original bus and tram ticket are used, you actually receive a free ride with a bus or tram as someone from De Lijn hands you over their business card. Therefore the baseline on each ‘bus ticket’ slash ‘business card’ reads: “You can always reach me with this card.”
Describe the creative solution to the brief/objective.
We pushed trial by replacing the business cards of 250 employees of De Lijn by real and personalized bus tickets. The employees were incited to hand these out to their business contacts, encouraging them to pay them another visit, using the bus. Business contacts could use the business card for 1 bus trip and keep it afterwards.
Describe the results in as much detail as possible.
The campaign is still running, but after three months already 1,047 cards had actually been used as a bus ticket. Which means that on average each employee has already generated more than 4 high quality leads.