Chris Baker
Head of Strategy at FCB London
London, United Kingdom
TitleThe Launch of the Central London Congestion Charge -7
Agency
Campaign The Launch of the Central London Congestion Charge - Transport for London
Advertiser Transport for London
Brand The Central London Congestion Charge
PostedMay 2005
Business Sector Government & Other Authorities
Philosophy 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 campaign’s 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.
Problem This was the launch of the largest traffic management system in the world, unique in scale, complexity, and surrounding controversy.
Result While high awareness was important, the campaign’s 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.
Media Type Outdoor/Out of Home
Market United Kingdom
Director of Strategic Consultancy
Director
Advertising Manager

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