STOCKHOLM, SWEDEN — In its latest campaign, Stockholm metro system SL wanted to challenge the idea that cars are the easiest way to travel in everyday life. Together with creative agency Familjen Sthlm, it developed a campaign to make motorists think twice.
The campaign aims to ask whether the car is the most convenient means of transport in all situations. With the straightforward message, “Ride with us instead,” the campaign becomes a clear shift towards everyday motoring.
“With the campaign, we want to show situations with a high recognition factor, and we want to show that there are alternatives. With increased inflation and high fuel prices, SL and public transport offer a cheaper and more convenient way to travel in many locations. Therefore, the campaign must implicitly communicate the advantage of avoiding traffic queues, looking for parking, and paying expensive parking fines,” said Johan Nordgren, Head of Marketing Communications, SL.
The campaign will run heavily outdoors around Stockholm and its surrounding municipalities. It will also appear in the daily press, social media, and YouTube.
“We like the idea of meeting the recipient in the same context they find themselves in when they see the advertisement. Therefore, we chose to specify the location of all devices to get the maximum effect at the receiver. It is also a touchy thought for us to be able to induce anxiety and a feeling of ‘what-the-hell-I-didn’t-drive-with-the-SL-for’ when motorists are sitting there alone in their cars,” shared Hedda Hyland and Ulf Paulsrud-Sirbäck.
CREDITS:
Working group: Trafikförvaltningen/SL
Kerstin de Potocki, Project Manager
Johan Nordgren, Head of Marketing Communications
Working group: The Sthlm family
Alma Sunnemark, Account Manager
Hanna Ternström, Client Director
Ulf Paulsrud-Sirbäck, Copywriter
Hedda Hyland, Art Director
Johan Olsson, Graphic designer
Johan Helander, Creative Director
Photographer
Fredrik Bengtsson Studio
Johan Helander
Creative Director, FAMILJEN
