A game was created for travellers to play, 'Swebus Jackpot'. In December 2011, anyone in the country could bet on which would be the most delayed trains over Christmas. Those who guessed the right trains and the right length of their delays won bus tickets worth €100. On the website, visitors could see which trains people were betting against and at what times as well as view listings of the country's 'favourite' delays.

Every year SJ, the Swedish National railway, comes grinding to a halt as soon as it snows. You'd think that they would have worked out how to deal with winter by now. For Swedish travellers, it means few will get to their destinations on time and some won't get there at all. Swebus, on the other hand, is the most reliable and the most punctual public transport system in the country. The challenge was to raise awareness of this fact and to get travellers off the rails and onto the bus.

The average guess was for the train to be delayed by 1 hour and 38 minutes and according to the players, the worst train service in Sweden was the 13.13 from Malmo to Stockholm. With no media spend, almost 50,000 people played the game during December and 100 free trips were given away.

The railways don't give a damn about their passengers. Commuters simply have to put up with the service, no matter how poor. We used their pain and combined it with joys and technology to promote the benefit by using Swebus next you wish to arrive on time.