S-bus Overraskende hurtig

Public transport isn’t sexy, but super cars are!

That was our simple insight, when we were asked to promote the S-busses. The concept and pay-off were “Overraskende hurtig” (Surprisingly Fast).

The primary part of the campaign was the viral film “Duellen” (The Duel), which was seeded and generated more than 250.000 views. It was featured on many national media sites and shared by people, who would not normally be interested in public transport.

The film was backed up by a website (which won a Creative Circle for Best Micro site) telling about the benefits of the S-busses. We also made an array of pit-stop samplings with the classic set of game cards, where you compare cars – this time with busses as jokers.