Swebus Print SWEBUS JACKPOT by Akestam.holst Stockholm

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Industry Public Transport, Mass Transit
Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Fredrik Josefsson
Copywriter Adam Reuterskiöld Åkestam Holst
Released June 2012


Cannes Lions 2012
Promo and Activation Lions Best Use of Games Silver
Direct Lions Direct Response Digital: Other Digital Platforms Bronze
Cyber Lions Travel, Entertainment & Leisure Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Advertiser: SWEBUS
Product/Service: LONG DISTANCE BUS
Advertiser SWEBUS
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Advertiser/Client: SWEBUS
Product/Service: LONG DISTANCE BUS
Entrant Company: ÅKESTAM HOLST Stockholm, SWEDEN
DM/Advertising Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Creative Director: Andreas Ullenius (Åkestam Holst)
Art Director: Fredrik Josefsson (Åkestam Holst)
Copywriter: Adam Reuterskiöld (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Account Director: Magnus Hamberg (Åkestam Holst)
Account Manager: Marie Höglin (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Web Production: (From Stockholm With Love)
Describe the brief from the client
Every year SJ, the Swedish National railway, comes grinding to a halt as soon as it snows. You'd think that they would have worked out how to deal with winter by now. For Swedish travellers, it means few will get to their destinations on time and some won't get there at all. Swebus, on the other hand, is the most reliable and the most punctual public transport system in the country. The challenge was to raise awareness of this fact and to get travellers off the rails and onto the bus.

Creative Execution

The railways don't give a damn about their passengers. Commuters simply have to put up with the service, no matter how poor. We used their pain and combined it with joys and technology to promote the benefit by using Swebus next you wish to arrive on time.

Describe the creative solution to the brief/objective.

A game was created for travellers to play, 'Swebus Jackpot'. In December 2011, anyone in the country could bet on which would be the most delayed trains over Christmas. Those who guessed the right trains and the right length of their delays won bus tickets worth €100. On the website, visitors could see which trains people were betting against and at what times as well as view listings of the country's 'favourite' delays.

Describe the results in as much detail as possible.

The average guess was for the train to be delayed by 1 hour and 38 minutes and according to the players, the worst train service in Sweden was the 13.13 from Malmo to Stockholm. With no media spend, almost 50,000 people played the game during December and 100 free trips were given away.