We launched a brand new activation campaign focusing on the fact that when you take bus or tram to the city you can relax and you have your hands free for all the fun stuff. A freedom you don’t experience in your car.

So we made bus and tram trips extra fun by sticking promo flashes on the windows of 600 buses and trams, giving discount on every store, restaurant, museum, movie, gas station, barbershop, or whatever the bus or tram drove by.

The only thing passengers had to do was take the bus that passes the place they wanted a discount on, take a picture with the discount flash in front, share it using #fotopromo and win the discount.

An entertaining way to reward bus users, show the advantages of the bus and to make people realize that they have their hands free for fun stuff.

By using buses and trams as a medium and turning them into driving discount coupons, we showed people that on bus or tram you have your hands free.

Passengers could relax and wait for the bus to pass the place where you wanted discount. Then take a picture with the discount flash, share it using #fotopromo on Instagram or via our mobile website. Every week we gave away discounts (first meaningful campaign using Instagram in Belgium!)

Non-users came in touch with the campaign and got aware of the benefit of public transport through the social media feed of users.

1 out of 3 remembered seeing the campaign on bus or tram. 59% considers the message as true and relevant and 25% actually considers taking bus or tram in the future.

The campaign website received 42 805 unique visitors, which is a lot for a small region like Flanders.