Titulo | Car |
Agência | TBWA\London |
Campanha | The Launch of the Central London Congestion Charge - Transport for London |
Anunciante | Transport for London |
Marca | Transport for London |
Posted | Agosto 2004 |
Sector Empresarial | Serviços governamentais de informação |
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. |
Tipo de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Director of Strategic Consultancy | Chris Baker |
Realizador | Sue Garrard |
Director de publicidade | Michelle Dix |