Title | Midnight |
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 | August 2004 |
Business Sector | Government Information & Services |
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. |
Media Type | Television |
Length | |
Market | United Kingdom |
Director of Strategic Consultancy | Chris Baker |
Director | Sue Garrard |
Advertising Manager | Michelle Dix |