In the weeks preceding New Year’s Eve, De Lijn distributed a New Year’sbadge, making people aware of the fact that choosing the right transportis as important as choosing the right party. Although this was a nationalcampaign, the seeding occured locally and local visuals were used topromote the badge. This way the night bus entered the lives and the mindsof the people more easily.

Result : + 15% passengersIn 2010 187.000 people took the night bus. In 2011 215.000 people took the night bus,that’s 28.000 more than last year. The activation idea was also pickedup by several tv-hosts, wearing the New Year’s badge or presentingit during their tv-show.