TRAM SIGHTSEEING APP by Forsman & Bodenfors Gothenburg for Västtrafik

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TRAM SIGHTSEEING APP

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Industry Public Transport, Mass Transit
Media Design & Branding
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Staffan Forsman, Lars Jansson
Copywriter Anders Hegerfors
Designer Staffan Hakansson
Account Supervisor Greger Andersson
Released October 2011

Credits & Description

Category: Offline Digital Design
Advertiser: VÄSTTRAFIK
Product/Service: TRAM SIGHTSEEING APP
Agency: FORSMAN & BODENFORS
Account Supervisor: Greger Andersson (Forsman & Bodenfors)
Digital Producer: Eva Råberg (Forsman & Bodenfors)
Account Manager: Jenny Edvardsson (Forsman & Bodenfors)
Copywriter: Anders Hegerfors (Forsman & Bodenfors)
Art Director: Lars Jansson/Staffan Forsman (Forsman & Bodenfors)
Designer: Staffan Håkansson (Forsman & Bodenfors)
Production Company: (Mad In Sweden)
Media placement: Mobile app. - - - OKT. 2011

Describe the brief from the client
Public transportation company Västtrafik wanted to promote themselves to tourists visiting Gothenburg. So that they would take Västrafik's trams instead of other means of transportation.

Describe the challenges and key objectives
Tourists in Gothenburg pay good money for sightseeing tours. Unnecessarily, we thought. So we created the app Tram Sightseeing – an app that deliver a full sightseeing experience. For the price of a tram ticket, Tram Sightseeing gives you a guided tour through Gothenburg. You simply put your headphones on and listen to the app telling you about the sights as they pass outside the tram window. The sights are geotagged and thanks to the GPS in your phone, the app knows exactly where you are. And you can buy tram tickets directly from within the app.

The underlying technology to make this work is complex, so the biggest challenge was to make the experience super simple and straightforward.

Describe how you arrived at the final design
The whole idea is not needing to look at the screen. But when you do, the interface should be as self explanatory and free from clutter as possible.

For example, on iPhone 4 and later models there is a big 3D arrow that show in what direction and how far the nearest tram stop is. Even simpler than a map. And during a tour, the interface and graphics is equally minimalist to be as easy to understand as possible; the design derives from public transportation iconography as it's familiar. And it looks pretty.

Give some indication of how successful the outcome was in the market
The goal was to make advertising in the form of a tool – a tool that would acctually be used in real life. And in its first year, tens of thousands of people have enjoyed a guided tour through Gothenburg with Tram Sightseeing. This equals tourists being involved with the Västtrafik brand for over 15000 hours. That is a lot of involvement for an advertising campaign.

Despite its very local nature, the app has seen a lot of international media coverage. In traditional media as well as on blogs and on Twitter.