SL, the public transport system in Stockholm, has partnered with Swedish agency Familjen Sthlm on a campaign that emphasises the disadvantages of car travel versus public transport. None of the pitfalls highlighted in the campaign revolve around the environment – often the default case given for using public transport. Instead, the campaign focuses on cost and inconvenience.
The ads are simple but effective. Impossibly tight parking spaces, soaring fuel prices on petrol station display boards, and parking tickets are among the scenes shown in the campaign. These are paired with a tagline, ‘Åk med oss istället’, which in English means ‘Ride with us instead’.
The campaign is running on OOH displays around Stockholm and the surrounding area, as well as in the press, on YouTube, and across social media. It also comes with a film showing an excruciating four-minute attempt at a parallel park set to the tune of lift music.
The placement of ads across the city was designed to address the drivers who “are sitting there alone in their cars”, perhaps while stuck in traffic or trying to get out of a parking spot, according to Familjen Sthlm art director Hedda Hyland and copywriter Ulf Paulsrud-Sirbäck.
“With increased inflation and high fuel prices, SL and public transport offer a cheaper and more convenient way to travel in many locations,” explains Johan Nordgren, head of marketing communications at SL. “Therefore, the campaign must implicitly communicate the advantage of avoiding traffic queues, looking for parking, and paying expensive parking fines.”
Agency: Familjen Sthlm
Creative Director: Johan Helander
Creatives: Ulf Paulsrud-Sirbäck, Hedda Hyland
Graphic Designer: Johan Olsson
Photographer: Fredrik Bengtsson Studio
Head of Marketing Communications (SL): Johan Nordgren