| Título | The Launch of the Central London Congestion Charge -3 |
| Agencia |
TBWA\London
|
| Campaña |
The Launch of the Central London Congestion Charge - Transport for London
|
| Anunciante |
Transport for London
|
| Marca |
The Central London Congestion Charge
|
| Posted | May 2005 |
| Sector Empresarial | Gobierno y otras instituciones
|
| Filosofía | 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. |
| Problema | This was the launch of the largest traffic management system in the world, unique in scale, complexity, and surrounding controversy. |
| Resultado | 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. |
| Medio |
Prensa y publicaciones
|
| Mercado | Reino Unido |
| Director of Strategic Consultancy |
Chris Baker
|
| Realizador |
Sue Garrard
|
| Director de publicidad |
Michelle Dix
|
