Titel | Midnight |
Agentur | TBWA\London |
Kampagne | The Launch of the Central London Congestion Charge - Transport for London |
Werbende | Transport for London |
Marke | The Central London Congestion Charge |
Posted | August 2004 |
Geschäftsbereich | Regierungsinformation & Services |
Philosophie | 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. |
Problem | This was the launch of the largest traffic management system in the world, unique in scale, complexity, and surrounding controversy. |
Medientyp | Fernsehen |
Länge | |
Markt | Großbritannien |
Director of Strategic Consultancy | Chris Baker |
Regisseur | Sue Garrard |
Werbeleiter | Michelle Dix |