A radio campaign for smarter travel in Antwerp.
Radio campaign for Slim naar Antwerpen, created to encourage motorists to check the mobility platform and choose smarter routes during major roadworks in and around Antwerp.
- ClientStad Antwerpen
- SectorPublic sector / Mobility / Behaviour change
- ScopeConcept development, Strategy, Copywriting, Radio campaign, Behaviour-change communication
- Year2016
With major roadworks affecting access to Antwerp, the city needed to help people rethink how and when they travelled without turning the message into anti-car communication. The challenge was to persuade drivers to consult the Slim naar Antwerpen platform and consider smarter alternatives, while keeping the tone light, accessible, and non-judgmental.
We developed a radio-led campaign built around imaginative audio scenarios that captured attention quickly and redirected listeners toward the platform. The strategic goal was not to blame motorists, but to make the idea of “travelling smarter” feel relevant and easy to act on. The campaign used distinct concepts across multiple spots to create variety while reinforcing one clear behavioural message: check the platform and choose the smartest option for your trip.
- 01Campaign concept.
- 02Strategic messaging.
- 03Radio scriptwriting.
- 04Audio campaign development.
- 05Radio spot — Crossmoto.
- 06Radio spot — Katapult.
- 07Radio spot — Luchtballon.
- 08Radio spot — Snorkel.
Crossmoto.
Katapult.
Luchtballon.
Snorkel.
“The campaign helped support the launch and visibility of the Slim naar Antwerpen platform by translating a complex mobility context into accessible public messaging. It gave the city a more engaging way to encourage route-checking and alternative travel behaviour during a period of major disruption.”
