Titolo | Midnight |
Agenzia | TBWA\London |
Campagna | The Launch of the Central London Congestion Charge - Transport for London |
Cliente | Transport for London |
Marca | The Central London Congestion Charge |
Posted | Agosto 2004 |
Settore | Government Information & Services |
Filosofia | Without communications that ensured everyone knew what to do, predictions of chaos and confusion would have come true, and the 30% decrease in congestion never materialised. While high awareness was important, the campaigns critical contribution was to stimulate timely action by those affected - including over 500,000 pre-registrations for payment, discounts and exemptions, and pioneering use of texting for payment. |
Problema | This was the launch of the largest traffic management system in the world, unique in scale, complexity, and surrounding controversy. |
Tipo di Media | Televisione |
Lunghezza | |
Market | Regno Unito |
Director of Strategic Consultancy | Chris Baker |
Director | Sue Garrard |
Advertising Manager | Michelle Dix |