TMB

Sant Joan

Challenge

TMB is the public transportation system of Barcelona including buses and metro. The company regularly communicates with users and shares update travel information about temporary changes or special events.

Sant Joan marks the summer solstice and it is the greatest festival of the city to celebrate, people of Barcelona party all night long all over the city. That night TMB wanted to give users everything they need to really enjoy the party: (1) a plan to come up with the perfect night, (2) transportation as driving that night is not an option and (3) meeting with friends.

Strategy

Normally closing at midnight TMB ran all night long ready to take consumers anywhere they wanted to go. They also wanted to create a unique user experience through emotional and innovative communication to become a love brand and Archibald Ingall Stretton… became with the idea of using digital media to connect people with the party.

AIS created a custom site to let users send free party planning texts to friends and the data collected from the SMS appeared online to show users interconnectivity.

Objects representing days of the week collided to create collages, their size corresponded with the time of the day, the images evolved to connect party planners, each SMS became a musical note and users interacted with the audio as data grew. Social Media connected partygoers who shared plans.

Results

The website was a success:

• 98,000 visits to TMB site averaging 14.000 per day and 6 minutes per visit
• 39,900 sms sent averaging 5000 per day
• 830,000 unique users on the TMB site with a CTR of 3.18€
• 13,110 visitors on Tuenti and Facebook with a CTR of 2.6% and 1.86%
• More than 8,800 invitations sent