De Lijn Promo, Case study NIGHTBUS by Duval Guillaume Modem Antwerp

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Industry Public Transport, Mass Transit
Media Promo & PR, Case study
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: Best Use of Integrated Media
Advertiser: DE LIJN
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 Directora: Matthias Dubois (Duval Guillaume Brussels)
Account Manager: Tom Sneppe (Duval Guillaume Brussels)
Media placement: Print Campaign - Newspapers - 19/10/2009
Media placement: Outdoor - Posters & Posters On Bus - 19/10/2009
Media placement: Online - Banners - 19/10/2009
Media placement: Microsite - Http:// - 19/10/2009

Results and Effectiveness
De Lijn counted 8% more travellers on New Year's eve 2009, compared to 2008.

Creative Execution
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'

Insights, Strategy & the Idea
National public transport company De Lijn wanted to announce its increased night schedule.