Outdoor ad: HSL Helsinki Region Transport: There’s no reason to be scared of public transport: Card reader

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The Helsinki Regional Transport Authority (HSL) wanted to target older people, unfamiliar with public transport and the travel card.

Interviews and research conducted by 358 revealed that while many of them had a positive attitude towards the service, many were hesitant to try it.

The perceived difficulty of using the card and the reader was acting as a barrier to entry – thus keeping people away from trial.

358 created a campaign highlighting the simplicity, and challenged people to conquer their ”fears”. It was paired with an attractive offer: a free 2-week travel card, delivered to the home door.

Last year’s campaign by 358 (targeting car owners), resulted in 35 000 new cards being given out. It ended up creating new ticket sales of over 1 million euros, providing HSL with the funds to further improve their service. In this way, a free trial to new customers eventually benefits all of Helsinki's travel card owners.