HSL Helsinki Region Transport Outdoor HSL. TAKE A SPRING BREAK FROM DRIVING. by 358 Helsinki

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Industry Transport, travel & tourism
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Finland
Agency 358 Helsinki
Art Director Ale Lauraeus
Copywriter Axa Fahler
Photographer Lauri Eriksson, Christian Jakowleff
Account manager Kimmo Tupala
Released April 2013

Credits & Description

25.000 New travel card users after 2 week campaign.
How do we get drivers to swap their cars for public transport? HSL, Helsinki Regional Transport, wanted to target drivers for the first time this spring, because traffic congestion is a real problem as Helsinki grows. We interviewed drivers about what annoyed them about public transport â they mainly had driving related complaints. They also admitted to being too lazy to find out where to get a bus pass. The "Take a spring break from driving" campaign highlighted the little annoyances of taking your own car in print, online, outdoor and on the radio. During the campaign, everyone who signed up for the first time got the HSL travel card delivered home and two weeks travel-time for free.
HSL is responsible for the public transport â buses, the metro, trams, local trains and the Suomenlinna ferry â in Helsinki and its six surrounding municipalities
Category: Travel, transport & tourism
Client: HSL Helsinki Region Transport
Agency: 358 Helsinki
Country: Finland
Creative Director: Ale Lauraéus
Copywriter: Axa Fahler
Art Director: Ale Lauraéus
Graphic Designer: HP Savolainen
Agency Producer: Mari Romanoff
Photographer: Christian Jakowleff
Photographer: LAURI ERIKSSON
Account manager: Kimmo Tupala