Every year De Lijn supports elderly people with an extra advantageous subscription for a whole year of carefree travel.
Objectives:
Create awareness around this specific offer,
Generate conversion with an easy step-by-step plan to acquire the MOBIB-card with your subscription for a year
Strategy & Execution
Target via bpost Selectpost database the right audience of 65+ people in Flanders with a paper mail + email reminder
Attract them with an interesting, low-priced & convenient offer
Reason best Practice
The concept of a self-mailer immediately creates a "not so standard" envelope, and consequently attracts attention
Travel carefree and extra advantageous, with an easy 1-2-3 guidance to get your subscription. The best call to action is an easy one : even the 65+ can manage electronic transactions.
Several advantages are offered to the target group to make this an attractive offer. Furthermore, De Lijn offers an APP for tracking the bus in real time. Last but not least, De Lijn is a sustainable choice.
Campaign Results
The brand is well known in Flanders and with this campaign De Lijn reached mainly ‘aware prospects’ of 65+, resulting in a 40% reading rate
24% consideration and 98% uplift in consideration amongst readers vs non-readers. So, we can conclude the mailing was very convincing.
71% of the readers intent to act, like visiting the website or their known Lijnwinkel. 14% intend or already showed a sales act and 60% of the receivers looked for routes near them or intent to do so (via the App or online)
