HSL Helsinki Region Transport: CHECK ENGINE? TAKE A SPRING BREAK FROM DRIVING.

How do we get drivers to swap their cars for public transport?
By giving them two weeks free travel-time and travel card delivered home.

HSL, Helsinki Regional Transport, wanted to target drivers for the first time this spring, because traffic congestion is a real problem as Helsinki grows. We interviewed drivers about what annoyed them about public transport – they mainly had driving related complaints. They also admitted to being too lazy to find out where to get a bus pass. The campaign highlighted the little annoyances of taking your own car in print, online, outdoor and on the radio. During the campaign, everyone who signed up for the first time got the HSL travel card delivered home and two weeks travel-time for free.