De Lijn: Photo Promo [video]

Credits & Description:

Nomination: Outdoor
Category: Outdoor: Ambient: Transit
Awards: Bronze Eurobest
Client: De Lijn
Product: Public Transport
Entrant: Famous Brussels, Belgium
Title: Photo Promo
Product/Service: Public Transport
Entrant Company: Famous Brussels, Belgium
Advertising Agency: Famous Brussels, Belgium
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Iwein Vandevyver (Famous Brussels)
Digital Creative Director: Laurent Dochy (Famous Brussels)
Business Director: Mieke Van De Gehuchte (Famous Brussels)
Project Leader: Charlotte Ghekiere (Famous Brussels)
Strategy: Elisabeth Roelandt (Famous Brussels)
Copywriter: Sam De Vriendt (Famous Brussels)
Digital Production Director: Bart Segers (Famous Brussels)
Development: Thomas Mattheussen (Famous Brussels)
Development: Stijn Huyberechts (Famous Brussels)
Designer: Lauwri De Pater (Famous Brussels)
Ux Design: Pieter Nijs (Famous Brussels)
Artwork: Kristof Luyckx (Famous Brussels)
Execution
• We turned 600 buses and trams in Flanders into driving promotional discount coupons by decorating the windows with discount flashes (-20% / -30% / -40% / -50%/-75%).
• Stickers inside the bus explained how to participate.
• Wait for the bus to pass the place where you want a discount for.
• Then take a picture with the discount flash in front, share it using #photopromo on Instagram or via mobile website.
• Every week (during 8 weeks) our jury (including Belgian IT-girl Joy Anna Thielemans) selected their 10 favorite pictures. The winners were contacted via social media.
• We paid the winners the exact discount from the shop they had photographed.