Titel | The Launch of the Central London Congestion Charge -1 |
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 | Mai 2005 |
Geschäftsbereich | Regierungen und andere Institutionen
|
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. |
Ergebnis | 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. |
Medientyp |
Plakat
|
Markt | Großbritannien |
Director of Strategic Consultancy |
Chris Baker
|
Regisseur |
Sue Garrard
|
Werbeleiter |
Michelle Dix
|