Transport for London: Get Ahead of the Games

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The team

Bev Newton, David Lathwell, Jon Myhill, Julie Dixon, Terri Lynam.

Other contributors:

Dawleys – Hosting the database and managing campaign data, M&C Saatchi – Creative Development.

How did the campaign make a difference?

The London 2012 Olympics was the largest ever peace-time logistical exercise in London. Transport would be under immense strain unless 30% of Londoners could be convinced to change travel habits. 35% of Londoners made changes; central London traffic was down by around 15% during the Games.

What details of the strategy make this a winning entry?

Over 12 million people use the Transport for London (TfL) network each day: the expected one million additional Olympics users would have put it under immense strain unless Londoners changed their travel patterns significantly. The multichannel Get Ahead of the Games (GAOTG) campaign was under-pinned by a sophisticated website providing travel impact summaries by station, by road, by day and how to cope. The campaign had to influence deeply entrenched travel patterns and convince people to plan ahead to avoid the busiest times and places. Customer emails played a crucial role in delivering key messages and driving website traffic. TfL's strategy was to use its database of over four million customers and road users to deliver unprecedented levels of sustained, increasingly targeted email, based on travel behaviours. This entailed an incredible 148 campaigns with 33 million emails before the Olympic Flame was lit and a further 73 million daily emails during the two Games periods.

How did creativity bring the strategy to life?