Transport for London: Get Ahead of the Games

This campaign by Transport for London needed to convince 30% of Londoners to change their travel habits during the London 2012 Olympics.

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?...

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