| Titre | The Launch of the Central London Congestion Charge -2 |
| Agence |
TBWA\London
|
| Campagne |
The Launch of the Central London Congestion Charge - Transport for London
|
| Annonceur |
Transport for London
|
| Marque |
The Central London Congestion Charge
|
| Mise en ligne | Mai 2005 |
| Secteur d'activité | Gouvernement et autres institutions
|
| Philosophie | Without communications that ensured everyone knew what to do, predictions of chaos and confusion would have come true, and the 30% decrease in congestion never materialised. While high awareness was important, the campaigns critical contribution was to stimulate timely action by those affected - including over 500,000 pre-registrations for payment, discounts and exemptions, and pioneering use of texting for payment. |
| Problème | This was the launch of the largest traffic management system in the world, unique in scale, complexity, and surrounding controversy. |
| Résultat | While high awareness was important, the campaigns critical contribution was to stimulate timely action by those affected - including over 500,000 pre-registrations for payment, discounts and exemptions, and pioneering use of texting for payment. |
| Type de média |
Poster
|
| Marché | Royaume-Uni |
| Director of Strategic Consultancy |
Chris Baker
|
| Réalisateur |
Sue Garrard
|
| Responsable de la publicité (annonceur) |
Michelle Dix
|
