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Fare evasion in Brussels public transport: Agent Verhaeghen as chief of security

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Fare evasion is a widespread phenomenon in public transport. However, it is hard to talk to fare evaders, as they are rather insensitive to this kind of messages. STIB wanted to find the right voice to raise awareness amongst them. Agent Verhaeghen as chief of security at the STIB was able to shake up our target audience with a simple video on Facebook. With humor and local references to Brussels and its dialect we found the right ambassador to talk to our target audience, our paying customers and our own security officers. He even made his comeback this year…

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Fare evasion in Brussels public transport: Agent Verhaeghen as chief of security

  1. 1. Fare evasion in STIB’s public transport Agent Verhaegen as chief of security
  2. 2. Over 1 million journeys per day
  3. 3. 1 million stakeholders 95,000 fans on Facebook 125,000 followers on Twitter 9000 followers on Instagram +/- 550 mentions per day
  4. 4. Social media @STIB ? Sounds fun !
  5. 5. Anger management is our core business
  6. 6. Content strategy on social media The recipe for entertaining content 1. Tell a story 2. Seduce your audience 3. Let’s get visual 4. Use what’s in the news/top topical 5. Use (what) your audience (gives you) 6. Show emotions 7. Always a link with the company 8. Dare 9. Make people laugh
  7. 7. • 1/10 travellers don’t pay a ticket 25 to 30 million euros • 4/10 travellers don’t validate their ticket loss of valuable data source of frustration and feelings of insecurity The problem: Fare evasion @STIB
  8. 8. • Young (<25) • No school ticket, but no job either • Paul doesn’t care. Meet Paul
  9. 9. Make Paul listen to us! The challenge
  10. 10. • #1 video of STIB on Facebook • Reach over 800K • Almost 400K views • 21K reactions and shares • Paid social media: €30 • 100% target audience The results
  11. 11. Positive Negative Not much negative reaction High prices of transport and fines Sense of humor much appreciated Vulgar language Valorisation of the job Role and attitude of security officers Open for our message and the obligation to pay your ticket
  12. 12. Even our print campaign was popular…
  13. 13. The recipe for entertaining content 1. Tell a story 2. Seduce your audience 3. Let’s get visual 4. Use what’s in the news 5. Use (what) your audience (gives you) 6. Show emotions 7. Always a link with the company 8. Dare 9. Make people laugh
  14. 14. • humor + local references to Brussels and its dialect = right tone of voice • new, impartial ambassador – extra credibility • more awareness about the obligation to validate • based on the number of fines: 5,6% to 5,27% fare evasion Conclusion

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