NIGHTBUS by Duval Guillaume Modem Antwerp for De Lijn

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NIGHTBUS

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Art Director Sven Van Hooydonck
Copywriter Geerard Van De Walle
Released October 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DE LIJN
Product/Service: PUBLIC TRANSPORT COMPANY
Agency: DUVAL GUILLAUME
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Geerard van de Walle (Duval Guillaume Brussels)
Art Director: Sven van Hooydonck (Duval Guillaume Brussels)
Online Art Director: Derek Brouwers (Duval Guillaume Brussels)
Account Director: Matthias Dubois (Duval Guillaume Brussels)
Account Manager: Tom Sneppe (Duval Guillaume Brussels)
Media placement: Print - Newspapers & magazines - 19/10/2009
Media placement: Outdoor - Guerilla posters - 19/10/2009
Media placement: Outdoor - Buses - 19/10/2009
Media placement: Online bannering - http://www.nachtlijn.be - 19/10/2009
Media placement: Mini-website - http://www.nachtlijn.be - 19/10/2009
Media placement: Radio spots - Radio 1 - 19/10/2009

Describe the brief/objective of the direct campaign.
National public transport company De Lijn wanted to announce its increased night schedule.

Explain why the creative execution was relevant to the product or service.
We used existing event posters to promote the night bus and placed passe-partouts over it that read: "whatever you're planning tonight, plan your transport too. Take the night bus".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used existing event posters to promote the night bus and placed passe-partouts over it that read: "whatever you're planning tonight, plan your transport too. Take the night bus".

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.
De Lijn counted 8% more passengers on New Year's Eve, compared to New Year's Eve 2008.