| Titel | The Launch of the Central London Congestion Charge -7 |
| 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 |
Außenwerbung
|
| Markt | Großbritannien |
| Director of Strategic Consultancy |
Chris Baker
|
| Regisseur |
Sue Garrard
|
| Werbeleiter |
Michelle Dix
|
