mortierbrigade turn every car key into a ticket for metro, tram or bus in Brussels
MIVB
Issue 52 | October 2019
Agency
mortierbrigade
Creative Team
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster Creatives: Ramin Afshar, Danny Vissers
Production Team
Producer: Amandine Clio PR Manager: Anne-Cécile Collignon Social: Jonas Van Bael Design: Inès Martinez, Sophie Bayeul, Vito Latorrata Illustration & animation: De Kwekerij - Barbara Vandekonijnen Digital & interactive development: Beyond Director Online Movie: Gunter Blokken Editor: Jelle Van Stroo Soundstudio: Sonhouse Decaux: Pauline Vandercam, Olivier De Bolle
Other Credits
Client: MIVB Client contacts: Lionel Lammens, Barbara Foucart, Melisa De Wilde, Florence Manente
Date
July 2019
Background
Public transportation is still the best way to get around in Brussels. To prove this, the STIB/MIVB and mortierbrigade had a surprise in store for all car owners: everyone looking for their car in Brussels, found a tram instead.
Idea
To make this possible mortierbrigade developed interactive billboards with special hard- and software that recognized the frequency of a car key and responded to it. So, when you pressed your car key near one of the billboard, you heard a tram's 'ding-ding' instead of the 'beep-beep' of your car. The lights of the tram on the poster also lit up in the same way you get when you open your car. The message on the poster was clear: "The STIB/MIVB is the key to get Brussels in motion." The billboards were placed in strategic spots in Brussels where a lot of motorists had to look for parking space.
Joost Berends, Creative Director and Partner at mortierbrigade: "Car drivers are too often stuck in their habits. They continue to use their car for trips where they could easily and often more efficiently make use of public transportation. A large part of the motorists driving around in Brussels are looking for a place to park and the time they spend finding their car often takes them longer than the trip itself. With this creative campaign we bring the message home that the STIB/MIVB is the key to set Brussels in motion." And the campaign has gone the extra mile, because not only the billboards react to the frequency of the car key. A number of ticket machines have also been equipped with special hardware that provides everyone who stands in front of the machine and presses their car key with a free STIB/MIVB-ticket. The perfect opportunity for each motorist to try the metro, tram or bus.
Ramin Afshar, Digital Creative at mortierbrigade: "Actually we wanted every car key in Brussels to draw attention to metro, tram and bus in order to convince motorists to use public transportation more frequently. With this technology scanning the frequency of the car keys, we've succeeded pretty much. Every 'beep-beep' becomes a 'ding-ding' and thus becomes a small advertisement for the STIB/MIVB. A car key advertising the tram is the twist we were looking for." The interactive billboards were part of a whole campaign highlighting the role of the STIB/MIVB in Brussels.