Title | The Launch of the Central London Congestion Charge -10 |
Agency |
TBWA\London
|
Campaign |
The Launch of the Central London Congestion Charge - Transport for London
|
Advertiser |
Transport for London
|
Brand |
The Central London Congestion Charge
|
Posted | May 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 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. |
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 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. |
Media Type |
Direct Marketing
|
Market | United Kingdom |
Director of Strategic Consultancy |
Chris Baker
|
Director |
Sue Garrard
|
Advertising Manager |
Michelle Dix
|