Åkestam Holst (SWEDEN)
|Swebus, "Swebus Jackpot"||21-04152-DM|
Agency (city): Åkestam Holst, Sweden
Creative Director(s): Andreas Ullenius
Copywriter(s): Adam Reuterskiöld
Art Director(s): Fredrik Josefsson
Production Company (& City): From Stockholm with Love, Stockholm
Digital Producer: Johan Eklund
Account Director: Magnus Hamberg
Account Manager: Marie Höglin
Planner: Lars Friberg
Graphic Designer: Oscar Gardö
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.
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.
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.
Long Distance Bus