De Lijn – Mobile Monday

SITUATION

People seem to be very attached to their cars. Therefore, people appeared to be very reluctant to adapt their mobile habits and try out different ways of transport. The result: every morning, thousands of people are stuck in huge traffic jams, a problem that keeps on growing bigger year after year.

SOLUTION

To tackle this problem, and to show that ‘De Lijn’, Flanders’ own bus- and tram company, is an expert in combi-mobility, we created Mobile Monday. On Mobile Monday, ‘De Lijn’ encourages everyone on the move, to consider another vehicle just for one day a week, like biking, carpooling or even walking to work.A fully integrated on- and offline behavioural campaign was launched in which all participants were informed on the different commuting possibilities and were motivated to switch vehicles if only just once a week. Every week, registered participants were motivated to earn points via our online platform, got inspiration via e-mailings and received free bus or tram tickets.