In the 'Proud Timetables' campaign, Västtrafik sought to position itself as an inclusive and supportive public transport provider aligned with Gothenburg Pride 2017. The brand proposition centers on promoting accessibility and acceptance, emphasizing that their services welcome individuals regardless of identity or whom they love. This reflects a broader societal value of inclusivity, positioning Västtrafik not just as a transit service but as an advocate for diversity and equality within the community.
The market strategy leverages the unique visual aspect of Gothenburg’s tram lines, which are inherently colorful, to create a powerful and relevant connection during Pride. By rearranging the tram lines to mirror the rainbow colors associated with the LGBTQ+ community and integrating this into 30 digital outdoor real-time departure displays, the campaign transforms routine transit information into a narrative celebrating diversity. This creative angle utilises ambient advertising in a real public space to resonate authentically with both the local population and visitors attending Pride events. The insight that public transport is a shared experience for all citizens underpins the targeting approach, aiming to build emotional affinity and demonstrate solidarity with marginalized groups. This strategy reinforces Västtrafik’s role as a socially conscious service provider, while subtly integrating everyday functionality with a message of acceptance.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it employs the vivid rainbow color symbolism—known globally as a sign of LGBTQ+ pride—to reimagine Gothenburg’s tram timetables in support of Pride, visually aligning the transit system with inclusivity and acceptance. Rather than explaining or telling a literal story, the communication reframes everyday transport departure info with rainbow colors as a visual metaphor for diversity and welcome. The symbolic act amplifies the benefit of Västtrafik's tolerant, welcoming service, perfectly matching the Symbolize the Benefit format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. SL (Storstockholms Lokaltrafik) – As the public transport authority in Stockholm, SL emphasizes comprehensive coverage and integration across buses, trains, and metro services, promoting sustainability and digital innovation to enhance urban mobility. Their focus is on reliability and seamless connectivity within the capital region.
2. Skånetrafiken – Serving the Skåne region, Skånetrafiken positions itself as a provider of environmentally friendly, accessible, and innovative public transport solutions. They highlight user-centric digital tools and regional integration to facilitate convenient commuting across urban and rural areas.
3. Östgötatrafiken – Operating in Östergötland, this competitor focuses on regional accessibility and customer experience, leveraging real-time information and service reliability. They promote active lifestyle choices by emphasizing sustainable travel options and community engagement.
4. Värmlandstrafik – Positioned as a regional mobility enabler in Värmland, this operator stresses personalized service and connectivity between urban and rural communities. They focus on eco-friendly transport options and user-friendly digital platforms supporting local economic development.
5. Norrtåg – Serving Northern Sweden, Norrtåg differentiates through extensive regional rail networks providing reliable, sustainable travel options in sparsely populated areas. They emphasize safety, comfort, and timetable integration to support regional growth and accessibility.
Q: What is Proud Timetables about?
A: Proud Timetables is a 2017 campaign developed by Forsman & Bodenfors for Västtrafik, the Swedish public transport company, in support of Gothenburg Pride. The campaign reimagined the city’s colorful tram lines by rearranging them according to the rainbow, a symbol of LGBTQ+ pride, and featured 30 digital outdoor ads displaying real-time departure information. This initiative used the everyday context of public transit to deliver a message of inclusion and diversity, reinforcing Västtrafik’s commitment to welcoming all passengers regardless of identity or whom they love. The campaign was launched in Sweden and targeted both locals and visitors during the Pride event.
Q: What creative device does Proud Timetables use?
A: Proud Timetables employs the Symbolize the Benefit technique, classified as FORMAT#9 in Clapboard’s 12-format taxonomy. This creative approach uses the rainbow—a globally recognized symbol of LGBTQ+ pride—to visually reframe Gothenburg’s tram timetables, aligning them with the message of inclusivity and acceptance. Instead of relying on narrative or direct explanation, the campaign leverages the vivid, symbolic power of color to transform routine departure information into a visual metaphor for diversity, making the benefit of Västtrafik’s welcoming service instantly recognizable.
Q: What is the campaign proposition for Proud Timetables?
A: The campaign proposition for Proud Timetables centers on positioning Västtrafik as an inclusive and supportive public transport provider aligned with the values of Gothenburg Pride 2017. By promoting accessibility and acceptance, Västtrafik communicates that its services are open to everyone, regardless of identity or whom they love. This stance is particularly relevant in the public service sector, where shared experiences and community values are paramount. The campaign’s strategic use of the tram system’s inherent colorfulness during Pride creates a powerful, authentic connection with both everyday commuters and event attendees, reinforcing the brand’s commitment to diversity and equality.
Q: How does Proud Timetables rank in Clapboard's archive?
A: Proud Timetables holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Västtrafik's category?
A: In the Swedish public transport sector, Västtrafik competes with several regional operators. SL in Stockholm emphasizes comprehensive urban mobility and digital innovation, while Skånetrafiken in Skåne focuses on environmentally friendly and user-centric solutions. Östgötatrafiken in Östergötland prioritizes regional accessibility and real-time service, and Värmlandstrafik in Värmland highlights personalized service and eco-friendly transport. Norrtåg, serving Northern Sweden, differentiates through extensive regional rail networks and a focus on safety, comfort, and timetable integration to support regional growth.
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