Swebus is Sweden’s most punctual public transport, even during the winter. To let people know this, and to steal customers from the big national railroad company we launched a new discount system called The Swebus Train Switch.

Sweden’s ten biggest train stations were monitored and whenever a train was late the Swebus Train Switch site generated a discount ticket, free for anyone to collect.

Each delayed minute equalled 1% discount. And if a train was canceled? Then the bus ticket was free.

The overall communication strategy for Swebus is to become a viable alternative to the train. Swebus advantages are punctuality and the fact that buses don´t use a track, meaning they can go around obstacles. During the winter in Sweden both those advantages become extremely relevant and Swebus Train Switch was the best way to accentuate them both at the same time.

Gain on the train. Take the bus. This winter was just as every other winter, snowy and troublesome for The Swedish National railway. The campaign was supported by the infrastructure minister of Sweden and lead to a 6% increase in revenue compared to the same period last year.

8,516 trains were delayed or cancelled resulting in as many coupons on the site, out of those 3,245 coupons were clicked and claimed, a 38% clickthrough rate.