How DOT made public transport an active choice
How DOT made public transport an active choice
How DOT made public transport an active choice
Client
Din Offentlige Transport
Public transport was reimagined as a community in motion. A new platform and campaign shifted the focus from problems to value, encouraging more people to see it as an attractive choice.
Client
Din Offentlige Transport
Public transport was reimagined as a community in motion. A new platform and campaign shifted the focus from problems to value, encouraging more people to see it as an attractive choice.
Client
Din Offentlige Transport
Public transport was reimagined as a community in motion. A new platform and campaign shifted the focus from problems to value, encouraging more people to see it as an attractive choice.
Challenge
More people in the cities and increasing congestion put pressure on the infrastructure. If more people did not choose public transport, both CO2 emissions and traffic problems would grow.
But public transport struggled with a weak reputation. The conversation was often about price and delays. DOT needed to change perception and make it a real first choice.
Challenge
More people in the cities and increasing congestion put pressure on the infrastructure. If more people did not choose public transport, both CO2 emissions and traffic problems would grow.
But public transport struggled with a weak reputation. The conversation was often about price and delays. DOT needed to change perception and make it a real first choice.
More people in the cities and increasing congestion put pressure on the infrastructure. If more people did not choose public transport, both CO2 emissions and traffic problems would grow.
But public transport struggled with a weak reputation. The conversation was often about price and delays. DOT needed to change perception and make it a real first choice.
Solution
We developed a new brand platform and campaign under the promise “Together we move”.
Instead of defending public transport, we focused on what it creates. A community where we move together. Both physically and as a society.
The campaign was rolled out in films and across channels with everyday stories. It showed the small and big moments we share on the bus, train, and metro. And made the benefits concrete. Less congestion, lower carbon footprint, and a smarter way to get around.
Solution
We developed a new brand platform and campaign under the promise “Together we move”.
Instead of defending public transport, we focused on what it creates. A community where we move together. Both physically and as a society.
The campaign was rolled out in films and across channels with everyday stories. It showed the small and big moments we share on the bus, train, and metro. And made the benefits concrete. Less congestion, lower carbon footprint, and a smarter way to get around.
We developed a new brand platform and campaign under the promise “Together we move”.
Instead of defending public transport, we focused on what it creates. A community where we move together. Both physically and as a society.
The campaign was rolled out in films and across channels with everyday stories. It showed the small and big moments we share on the bus, train, and metro. And made the benefits concrete. Less congestion, lower carbon footprint, and a smarter way to get around.
Results
The campaign gave public transport a new role in the conscious of Danes.
Created a more positive narrative about public transport
Strengthened the experience of community and relevance
Supported the ambition to shift behavior from car to public transport
Laid the foundation for a long-term repositioning
Results
The campaign gave public transport a new role in the conscious of Danes.
Created a more positive narrative about public transport
Strengthened the experience of community and relevance
Supported the ambition to shift behavior from car to public transport
Laid the foundation for a long-term repositioning
Results
The campaign gave public transport a new role in the conscious of Danes.
Created a more positive narrative about public transport
Strengthened the experience of community and relevance
Supported the ambition to shift behavior from car to public transport
Laid the foundation for a long-term repositioning
Contact us
Mark Mikael Müller
Creative Director & Partner
Contact us
Mark Mikael Müller
Creative Director & Partner
Contact us
Mark Mikael Müller
Creative Director & Partner
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