I just came across this new Eco Ad on Advertising Age, and got really impressed by how effective this campaign is, and how art was again used to serve awareness raising purposes.
Swedish advertising company, Acne, put together a rather cool advertising campaign for Flygbussarna, a Swedish airport coach bus service, to encourage individual car drivers to take the coach bus instead.
:: Situation
Every day thousands of cars are driven to and from Swedish airports. Every car holds only 1,2 persons on average which is to be compared with the Airport Coach that takes over 50. No need to say that taking the coach has huge environmental benefits!!!
:: Creative Idea
In order to encourage the use of coaches, an installation made up of 50 wrecked cars resembling a Flygbussarna coach bus and was placed next to the highway leading to the Arlanda airport, the biggest Swedish airport. The installation was actually so effective in drawing people’s attention that it caused traffic jams and delays. and got widely reported in the news, social media space, etc.
The agency then smartly linked the outdoor installation to a website together with a banner campaign which was produced to reinforce and channel the messages, by providing real time figures and facts: a live camera broadcasted from the site for 24 hours a day over a two-month period, counting each car on the way to the airport and measuring how many buses they are equivalent to and how much less carbon dioxide would have been released if everyone had taken the bus instead.
:: Results
The media and the web quickly caught on and the campaign was at the core of many discussions on radio, television, blogs, social networking platforms, etc.
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