Certainty by bus campaign

How do you get car drivers to take the express bus?


Certainty by bus is an initiative by the Ministry of Infrastructure and the Environment in partnership with the Municipality of Almere, the provinces of North Holland and North Brabant and Utrecht Regional Administration. The challenge was to develop a campaign to introduce as many car drivers as possible to the express bus, a viable alternative for commuting, with the aim of reducing traffic volumes.



After conducting research, the slogan ‘certainty by bus’ was created. Through smart audience group targeting, employer involvement and a striking creative concept with recognizable commuter types, we exceeded the campaign goals in the trial periods and showed that a discount incentive (using trial cards amongst other things) helped change people’s habits.