Bus company De Lijn wanted to recruit more travellers amongst middle class professionals, who rarely use public transport.

We pushed trial by replacing the business cards of 250 employees of De Lijn by real and personalized bus tickets. The employees were incited to hand these out to their business contacts, encouraging them to pay them another visit, using the bus. Business contacts could use the business card for 1 bus trip and keep it afterwards.

The campaign is still running, but after 3 months already 1047 business cards had actually been used as a bus ticket. Which means that on average each employee has already generated more than 4 high quality leads.