Titolo | The Launch of the Central London Congestion Charge -3 |
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 | Mag 2005 |
Settore | Istituzioni Governative e altre autorita'
|
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. |
Risultato | 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. |
Tipo di Media |
Stampa e stampati
|
Market | Regno Unito |
Director of Strategic Consultancy |
Chris Baker
|
Director |
Sue Garrard
|
Advertising Manager |
Michelle Dix
|