1. Mirva Ilmoniemi, Mobility Management Specialist
Smart travel campaigns in the Helsinki region 50+ and scared Towards a cycling city and Smart travel and businesses.
Mirva Ilmoniemi, Mobility Management Specialist

2. Helsinki Region Transport (HSL)
Public transport planning and organizing
Finland
Seven member municipalities
Procuring bus, tram, metro, ferry and commuter train services
Helsinki region
Fares, tickets, marketing
and passenger information
1 M journeys/day

3. 50+ and scared

4. I don’t know how to…
What if… ?
I’m afraid of… ? ?

6. 15 000 Four months after the campaign… over 40 %
new Travel Cards ordered
Four months after the campaign…
over 40 %
had topped their cards 3 times

8. Towards a cycling city

10. May 2016 surprises for cyclists:
Pop up pit stops: quick cycle maintenance for commuters
Branded seat covers for bicycles parked next to stations.
Celebrating the upcoming extention of a metro line:
”Tour de West Metro” -cycling
Map: Länsimetro Oy

11. City Bikes Soon they are here Where to get one How to use one
Travel chain -idea
City Bikes

13. Cycling campaign City bikes campaign 908 000
views
3 % cliques (swipes) in mobile
unique views
13 000
cliques
4 000
registered users
After the first week:
15 000
trips
2,5 %
cliques (swipes) in mobile

14. Smart travel and businesses

15. HSL's services for employers
Message: Companies will gain benefits by investing in smart travel.
Services in the main focus of the campaign:
HSL's new Commuting Calculator
HSL's Certificate for Companies and
a Program for Company Mobility Plans.
The main target group were HR and communication specialists and through them the staff.

16. www.hsl.fi > Businesses

17. The campaign Kampanja:
Testimonial –tyyppinen mainos, jossa HSL:n asiakasyrityksen edustaja antaa kasvonsa ja kertoo kuinka hänen yrityksensä edistää viisasta liikkumista ja on hyötynyt HSL:n palveluista. Kolme eri yritystä, kolme erilaista tarinaa. Iso kasvo- tai kokovartalokuva, joukkoliikenneväline kulkemassa sädekehänä henkilön pään yläpuolella sekä tekstit.

18. Unique visitors to the campaign site
27 000
Unique visitors to the campaign site
30% read further

19. 86 % of the interest group and 74 % of all the readers interviewed noticed the add in a magazine
Talentum Media: results of a web panel questionnaire

20. Thank You for Your attention. 50+ and scared http://vimeo
Thank You for Your attention! 50+ and scared Towards a cycling city Smart travel and businesses mirva.ilmoniemi (at) hsl.fi