SL (Stockholm Public Transport) / Let's talk buss-iness
Everyday 2.4 million people travel with SL.
Few of those trips are made in business purpose.
We wanted to change that so professionals would choose public transport over taxi or car when doing business trips within the city. And we wanted companies in general to see that with SL, they could save money, time and reduce their ecological footprint.
We did this by just presenting all capabilities that SL has, filtered through a business lens.
Packaged in a new word and concept: Buss-iness.
The first campaign resulted in so much interest for SL’s business passess that SL had a hard time keeping up with demand.