Inspired by our commuters’ own books and daydreams, we created “trips” within the commute itself – all in synchronization with Barcelona’s very own regional celebration marked by the gifting of roses and literature (San Jordi).Adorned in silk robes and elaborate headwear, literary characters from centuries past boarded TMB. Commuters couldn’t help but fixate their attention to celebrated sagas taking place beside their seats and along their routes as brand representatives gifted commemorative www.tmb.net bookmarks (10.000 total), reminding commuters to enjoy their journeys throughout Barcelona with TMB.Local network Barcelona-TV extended coverage to the greater public.

Over 8.000 commuters experienced one of TMB’s 400 acts of frolic firsthand, breaking into applause, shaking actors’ hands and doing a bit of flirting of their own. Talk of TMB spreads across town via consumers’ word-of-mouth and free radio publicity, thanks to the stand-out action.Visits to www.tmb.net increase 13% immediately following the campaign!