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Leuven, this way!

What if - for once - a new urban mobility plan does not lead to frustration? How do we nudge people in the direction of sustainable mobility?

Year 
2018
Client 
stad Leuven
Deliverables 
digital tool
communication campaign

Implementing a new traffic plan: it’s complicated. People are happy, angry, or confused. Suddenly old routes are blocked and parking spaces disappeared. Before you know it people think they can't get into Leuven anymore, even if the opposite is true. What can we do to change this false perception? How can we stimulate people to consider new alternatives?

Because of the new plan people have to change their behavior. At first this may lead to frustration. If you adjust the system you have to guide people to find the best solution for their mobility problem. Have them think: “oh, so I can get there this way too”. The moment people feel they are being helped, they open up to change. And then there is space to suggest alternative ways of transport.

A customized solution for everyone

Shaved Monkey and Wieni developed a digital tool showing you concrete, fast and/or cheap solutions to get to your destination. Through this tool we want to stimulate the use of alternative ways like cycling or public transport. The circulation plan has an impact on the movement of 200.000 inhabitants, visitors and business owners. Shaved Monkey and Wieni provide a customized solution for everyone.

Talk of the town

Shaved Money, in co-creation with Wieni and Uncompressed, develop a campaign combining user centric service design, storytelling & content marketing.

The campaign is visible in different ways throughout the city. Beer mats in bars, interviews on national radio station and posters in the streets enable the debate. Shaved Monkey plays out the power of co-creation. Together with the city council they engage in a dialogue with local business owners. Then, they join forces to show visitors and inhabitants that Leuven is indeed easily accessible.

Campaign with impact

The impact of the campaign is tangible. "Leuven, this way" is the talk of the town. The first numbers show people are easily finding their way to the tool. Every month about 5400 people use the tool for car parking advice.  It is expected this number will rise during the Summer. 89% of people using the tool are looking for a parking space for their car, 11% are looking at options to cycle. The more drivers looking for a parking space via the tool, the more we can suggest alternatives. Since the beginning of the campaign we could advice 2000 drivers to go by bus or bike. Based on clickstream data, we know that 20% of them followed that suggestion. The 'park and ride' locations are a success. Slowly but surely the perception starts to change. Leuven, this way!

Year 
2018
Client 
stad Leuven
Deliverables 
digital tool
communication campaign
In co-creation with 
stad Leuven
Uncompressed
Wieni
Birger Platteeuw
Willem Jones
Feras Daouk
Benjamin Djahanbani
Radio 2
ROB TV

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