Public transport company De Lijn has launched a new and improved app, with many new features like real-time info on road works and deviations, real-time info on the position of the bus, the possibility to buy a ticket in 2 clicks.

The brief was to create awareness for these new features and to encourage people to download the app. The campaign had to be easy to understand, the advantages put forward without getting too technical. The budget was very small, so it had to be impactful.

The objectives were to increase awareness and to encourage downloads of the new app.

In this new campaign for the Flemish public transport system, our two main characters are Frons and Frans, two forehead stress wrinkles who are in a constant state of panic (Frons means frown in Flemish). Frons and Frans stress about literally everything: being late, missing the bus, missing a connection etc. Strangely, the person whose forehead are panicking on, is perfectly calm. Why? Because he has discovered the new app of public transport company De Lijn, that gives real-time info, allows him to buy a ticket in two clicks and shows him where the bus is on a map.

With a budget of only 79k euro we reached over 500k people which resulted in 19k downloads, well above the objectives and 950% more than a comparable period the previous year.