‘De Lijn’ shows the advantages of travelling in groups. Flemish public transport company De Lijn launched a new campaign to emphasize its mission: to be the smartest way to travel throughout Flanders. The campaign builds on the universal insight that travelling in groups has its advantages. In the TV commercials we show ants to illustrate that, inviting people to follow their good example.

De Lijn made a campaign to improve its image with users and non-users of De Lijn.

Using De Lijn is a smarter and more social way of transportation.

Specific research showed : among the viewers it had one of the highest likeability scores ever, an extremely high forced and unforced recognition and above all people who saw the ad had a better perception of De Lijn on those dimensions that are critical to undertaking the action ‘taking bus and tram’.