We interviewed drivers who don't use public transport. To our surprise they talked more about what annoys them about driving than what's wrong with taking the bus. So we offered them the travel card as a chance to take a spring break from driving, reminding them of all things they already hate about taking their car.

We instantly got 35,000 drivers to take a spring break, and leave their cars at home. Later the cards that had been sent for free, generated 1,000,000 euros of travel sales from people who hadn't been using public transport before. The campaign repaid itself in just 2 months.

"Take a spring break from driving" was also Best Campaign in AdProfit, which is based on campaign profits.