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Supertram
A tram as a communication tool
Problem
Problem
Many cities have to face a decrease in passenger numbers on public transportation, and a rise in the number of cars on the roads, which causes major traffic problems. It has become crucial to make public transport more popular, especially after the pandemic.
The idea
The idea
What if we turned a tram into a moving exhibition? This way we create an experience more than just a journey, and we may attract some new passengers, who wouldn’t join the ride otherwise. This also creates an opportunity to make the insides of the tram unique and special: by decorating every surface, stepping into the tram is a completely different experience.
The idea
What if we turned a tram into a moving exhibition? This way we create an experience more than just a journey, and we may attract some new passengers, who wouldn’t join the ride otherwise. This also creates an opportunity to make the insides of the tram unique and special: by decorating every surface, stepping into the tram is a completely different experience.
The effect
The effect
One benefit of public transportation is that you have a professional driver every time, so you have some free time as a passenger to read, or do anything you would like. We can use this time wisely: the topic of sustainable transportation is quite complex, it is possible to pass on a small piece of information, but this is a great opportunity to also provide an explanation for some familiar messages. Different parts of the tram focused on different topics like environmental effects of transportation, space management, parking, livable cities, filled with facts and colorful illustrations.
The tram is seen by many citizens on an average day, especially by car users. That is why the messages on the outside addressed the drivers. Some examples: “Tired of traffic jams?- join us!”, “ 71% of the city travels green- the rest travels by car” “ We are not polluting the air” “If we all used cars, you would have a 300m traffic in front of you”.
The effect
One benefit of public transportation is that you have a professional driver every time, so you have some free time as a passenger to read, or do anything you would like. We can use this time wisely: the topic of sustainable transportation is quite complex, it is possible to pass on a small piece of information, but this is a great opportunity to also provide an explanation for some familiar messages. Different parts of the tram focused on different topics like environmental effects of transportation, space management, parking, livable cities, filled with facts and colorful illustrations.
The tram is seen by many citizens on an average day, especially by car users. That is why the messages on the outside addressed the drivers. Some examples: “Tired of traffic jams?- join us!”, “ 71% of the city travels green- the rest travels by car” “ We are not polluting the air” “If we all used cars, you would have a 300m traffic in front of you”
Results
Results
The complete decoration of a tram takes great effort. Designing content for 100m2 is a huge amount of work, but it is completely worth it: you can create a unique and effective tool for communication. The usual passenger number of a tram is around 10 000 people a day, and more than a 100 000 people see the outside decoration of the vehicle. The decoration is durable, the tram can be part of the cityscape for months
Results
The complete decoration of a tram takes great effort. Designing content for 100m2 is a huge amount of work, but it is completely worth it: you can create a unique and effective tool for communication. The usual passenger number of a tram is around 10 000 people a day, and more than a 100 000 people see the outside decoration of the vehicle. The decoration is durable, the tram can be part of the cityscape for months.
We used this idea in a campaign.
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