Swebus Case study THE TRAIN SWITCH by Akestam.holst Stockholm

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THE TRAIN SWITCH

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Industry Transport, travel & tourism
Media Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Fredrik Josefsson
Copywriter Adam Reuterskiöld Åkestam Holst
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Other Digital Solutions; Branded utility/tool (for digital) Bronze
Direct Lions Product & Service; Travel, Entertainment & Leisure Bronze
Promo and Activation Lions Use of Promo & Activation; Best Use of Games Bronze

Credits & Description

URL: http://ourwork.se/trainswitch/
Category: Travel, Entertainment & Leisure
Advertiser: SWEBUS
Product/Service: LONG DISTANCE BUS COMPANY
Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Production Company: (State Interactive)
Graphic Designer: Jens Broman (Åkestam Holst)
Graphic Designer: Olov Öqvist (Åkestam Holst)
Planner: Patrik Karlsson (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Account Manager: Bella Lagerquist (Åkestam Holst)
Account Director: Magnus Hamberg (Åkestam Holst)
Copywriter: Adam Reuterskiöld (Åkestam Holst)
Art Director: Fredrik Josefsson (Åkestam Holst)
Creative Director: Andreas Ullenius (Åkestam Holst)
Describe the brief from the client
Winter comes every year. And as soon as it starts to snow the biggest public transport in Sweden, The Swedish National railway, comes to a grinding halt. For Swedes traveling by train, this means few will get to their destinations on time and some won’t get there at all.
Our client Swebus, a long distance bus company, is Sweden’s most punctual public transport, even during winter. The strategy of the campaign was therefor to communicate the advantage of taking the bus instead of the train and convert directly to sales, the campaign was aimed at both existing and new customers.
Creative Execution
The overall communication strategy for Swebus is to become a viable alternative to the train. Swebus advantages are punctuality and the fact that buses don´t use a track, meaning they can go around obstacles. During the winter in Sweden both those advantages become extremely relevant and Swebus Train Switch was the best way to accentuate them both at the same time.
Creative Solution to the Brief/Objective.
To let people know about the advantage of using Swebus, and to steal customers from the big national railroad company, Swebus launched a new discount system called The Swebus Train Switch. Sweden’s ten biggest train stations were monitored and whenever a train was late the Swebus Train Switch site generated a discount ticket, free for anyone to collect.
Each delayed minute equalled 1% discount. If a train was canceled the bus ticket was free. Only one person could collect each ticket. So to get a good discount users had to keep track of arriving trains and hope for massive delays.
Results
Gain on the train. Take the bus. This winter was just as every other winter, snowy and troublesome for The Swedish National railway. The campaign was supported by the infrastructure minister of Sweden and lead to a 6% increase in revenue compared to the same period last year.
8,516 trains were delayed or cancelled resulting in as many coupons on the site, out of those 3,245 coupons were clicked and claimed, a 38% clickthrough rate.