THINK GREEN. DRIVE YELLOW.
Aside from the Danish iron horse, taking the bus, train or ferry is the most sustainable means of getting around town. How can we express this practical message in a way that gets more people—especially the younger generation—to choose public as they travel from A to B? Our approach was to make people think green by putting them behind the wheel of yellow Movia busses, trains and ferries.
The young campaigners carried messaging on the busses as they drove by, and the initiative was complemented by advertising in cinemas, on SoMe and OOH. The campaign delivered viewers to a dedicated site sharing clear CO2 footprint comparisons between public and other transportation forms.
Driving aspiration for public transportation—for crowded and often late busses and trains—is no easy feat, yet our campaign managed to overcome the challenge. Movia’s benchmark on campaign liking is 41%, whilst we managed to reach 59%. The campaign also outperformed Movia’s aided awareness benchmark of 79% with a score of 93% - a record high for Movia.