Challenge Public transport company De Lijn wanted to convince people to take the bus to the city to prevent parking stress.Strategy At the start of the sales period De Lijn placed parking meter punching balls in all major cities in Flanders. Every driver could ventilate his parking stress and afterwards received a free bus ticket. So next time they could take the bus to the city and do their shopping stress free.

Result In 3 days time the punching balls got hit 35.000 times. And after two months time already 40% of the tickets had been used.