De Lijn DM NEW YEAR'S BADGE by Duval Guillaume Modem Antwerp

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Photographer Koen Demuynck
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: DE LIJN
Date of First Appearance: Dec 15 2010
Entry URL:
Creative Directors: Katrien Bottez/Peter Ampe (Duval Guillaume)
Copywriters: Catheline Leroy/Michiel Baeten (Duval Guillaume)
Art Directors: Eva De Jonckheere/Frederic Delouvroy (Duval Guillaume)
Account Director: Greet Wachters (Duval Guillaume)
Account Manager: Jan De Wulf (Duval Guillaume)
Retouching: Frederic Dupont (Duval Guillaume)
Graphic Designer: Stoffel Van den Bergh
Photographer: Koen Demuynck
Media placement: Newspapers - . - 15 December 2011
Media placement: Posters - . - 15 December 2011
Media placement: Radio - . - 15 December 2011
Media placement: Online - . - 15 December 2011
Media placement: DM - . - 15 December 2011
Media placement: Ambient - . - 15 December 2011

Describe the brief/objective of the direct campaign.
On New Year’s Eve, people only think of choosing the right party, but they
never think about choosing the right transport to get back home safely.
Public bus company De Lijn wants to reduce the number of car accidents on
New Year’s Eve by promoting the night bus.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the weeks preceding New Year’s Eve, De Lijn distributed a New Year’s
badge, making people aware of the fact that choosing the right transport
is as important as choosing the right party.

Explain why the creative execution was relevant to the product or service.
Although this was a national campaign, the seeding occurred locally and local visuals were used to
promote the badge. This way the night bus entered the lives and the minds
of the people more easily.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Result : + 15% passengers
In 2010 187.000 people took the night bus. In 2011 215.000 people took the night bus,
that’s 28.000 more than last year. The activation idea was also picked
up by several tv-hosts, wearing the New Year’s badge or presenting
it during their tv-show.