The City tunnel
”Snask first sentence to us, ‘we are not in love but hopelessly enamoured’, are typical for my view on Snask. That view also goes for delivery of quality, uniquely captured trends and characterful team work”
2012, Nina Hansson, Communication Manager, City of Malmö
The railway system in the Öresund region was old and not made for the heavy demands of a modern commuting traffic. So the region built a 17 km long tunnel to make it easy to travel through Malmö as well as to Copenhagen. After 5 years it finally opened with a big ceremony. The city of Malmö wanted to communicate their long-term vision for the citizens and change people’s commuting behavior.
It was vital to find out what really changes people’s commuting behaviour. Snask quickly realised that instead of using pointers and play on bad conscience one would simply have to encourage commuters to try to walk, ride the bike or ride the public transportation and by doing so fulfilling the essence, making Malmö happier. 220 000 brochures were sent out targeting the partners and children of the people which behaviour needed to change. The brochure encouraged people to encourage their dad, mum or partner to try to walk, bike or ride the public transport for at least a week. The person would then get a reward in form of a present, hug or dinner. The brochure was followed up by advertisements in the papers as well as on the public transportation. An event was created where everyone could get a warm hug from a furry heart as a thanks for riding the public transportation. There was also a stop motion film which was spread through social media.
The campaign was very successful with 70% of people who got the brochure said it was successful. 71% thought it was a unique, interesting and different campaign which was highly relevant and made them think better of the city of Malmö. As many as 22% claimed they got affected to use their car less.