Acne Advertising – Flygbussarna Airport Coaches

 

Best Green International Campaign Award

 

Flygbussarna Airport Coaches

Background & Objective

Every day, thousands of cars travel to and from Sweden’s airports, releasing large amounts of unnecessary carbon dioxide. If everyone left their car at home and instead used Flygbussarna, the environment would benefit enormously. On average, each car on the roads in Sweden carries 1.2 people. An airport coach, on the other hand, can take 60 people.

 

The purpose of the campaign is to illustrate the clear advantage of choosing Flygbussarna instead of going by car to the airport.

 

In order to illustrate the fact that there are potentially 50 cars to each coach (or bus), they built a 24-metre-long coach (or bus) entirely out of 50 scrap cars (mostly Volvo and Saab). This installation was situated next to the motorway on the way to Arlanda, the biggest airport in Sweden.

 

The idea is, simply: “50 cars or 1 coach?” and was the basis for the campaign.
Flygbussarna is taking the lead within its field to go sustainable. They have switched to a locally grown and produced bio-fuel made from rapeseed oil (a fuel which is even clean enough to drink!). They encourage their drivers to drive as environmentally friendly as possible with the help of monitors. And they are a collective way to travel.

 

A coach only emits the same amount of CO2 as four cars put together, so encouraging people to take the coach instead of the car is good for everyone.

 

Implementation

The installation was situated for two months on a field right next to the E4 motorway between Stockholm and Arlanda – the biggest airport in Sweden. A billboard was put up next to the installation.

 

The installation was webcasted live to our campaign site, showing the number of cars going past it on the motorway. Graphs and stats showed how much the emissions of carbon dioxide could have been reduced if people took the coach instead of going by car on their way to the airport.

 

Additional bought media space was:

  • Banner ads on travel sites and general news sites in Sweden.
  • Outdoor billboards and posters in the underground (metro) in Stockholm.
  • Print advertising in travel magazines.

 

The installation was built with the uttermost care for the environment.
It was built with scrap cars (so in a sense, it’s recycled advertising). The cars were emptied of fuel and oil and a protective sheet was placed underneat the installation.

 

Audience

The primary target audience is young people (aged 18 – 34) travelling for pleasure and living in the greater Stockholm area.

 

This audience is the most important one for Flygbussarna and is very prone to listen to environmental messages.

 

The secondary audience is people aged 18 – 34 living all over Sweden.

 

Results

During and directly after the campaign period, Flygbussarna increased their market share on an otherwise decreasing overall market. During the same period 2008, Flygbussarnas market share decreased on an otherwise growing overall market.

 

The travel market decreased by 14% during the first two quarters in 2009. Flygbussarna on the other hand, only decreased the overall number of passengers by 1,85% during the same period.

 

Market share to and from Arlanda increased by 1,4% during the campaign period compared to the same period 2008.

 

Visits to Flygbussarnas website increased by 42% during the campaign period compared to the same period 2008. Overall brand recognition increased from 82% in 2008 to 83% after the campaign.

 

The campaign spread in the media, including a two-minute segment on Swedish National TV, daily segments for several days on Swedish National Radio, editorial writings in DN and SvD- Sweden’s two biggest daily newspapers, as well as Fast Company, Inhabitat, Ecostreet, Ecosilly, Creativity Online and Intersection just to name a few.

 

Budget

Agency fee: £ 30 000

Gross media investment: £ 110 000

Production of installation (includiung building and disassemble):  £ 100 000

Production of web site: £ 33 000

TOTAL BUDGET:  £ 263 000

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