.jpg)
Worldline (Euronext: WLN), a global leader in payment services, together with its partner the communications agency dps, has built and is operating the first positive toll solution in France for the European Metropole of Lille. The aim of this unique system is to significantly reduce road traffic and help the recurrent traffic jam at peak hours on the most critical routes, by refunding a part of the car drivers’ transportation subscriptions for every avoided trip.
Soft mobility and transport policy are two crucial challenges. Lille Metropole has made them one of its priorities: improving traffic flow throughout the area, improving accessibility and air quality are among the pillars of its local political action.
Operation to “reduce traffic jams”
In order to encourage good citizenship, Lille Metropole has chosen to introduce an innovative "reverse toll" solution. The Lille Metropole's anti-congestion initiative rewards car drivers who change their habits, choosing to use congested main roads less often, teleworking or rearranging their working hours. Initially, this programme is being tested on the A1 and A23, two motorways that are heavily congested at peak hours.
Worldline provides end-to-end support, from enrolment to payment
Worldline has been commissioned to handle the technical aspects and overall management of the project and has chosen the communications agency dps (Syneido group) to assist with the communications strategy and the creative design of all the tools required for the information and recruitment campaign.
To ensure optimal user acceptance of the new tools, Worldline developed a fun, easy-to-use interface for the public, accessible via a web version and mobile application. Worldline has designed a digital platform that covers all needs: from the declaration of the user's mode of transport and its verification to the payment of the reward by Lille Metropole; including the provision of its support centre to respond to requests from the various players involved, both users and administrative staff.
A 360° campaign designed by dps
To encourage mass participation and ensure the success of the operation, the dps agency came up with the identity for the "Changing pays!" programme and designed the dedicated website and mobile application.
The dps agency deployed all its multi-channel communication expertise with a 360° campaign to inform residents and created a communication kit for local authorities and businesses.
Aurélien Barbier-Accary, Director of Mobility & e-Transactional Services at Worldline France, comments: "In addition to supporting various public transport projects, Worldline is helping to change users' habits by offering practical, sustainable alternatives that are in line with what the local authorities have to offer. This Lille Metropole project is in line with our desire to contribute to social change with solutions that aim to respect the environment”.
Amandine Deberdt, Consulting Director at dps adds: "Supporting Lille Metropole on this ambitious project in partnership with Worldline is very rewarding and allows us to rally all the agency's business lines around a project that makes sense. As part of the communication campaign, our main objective was to succeed in conveying a clear and attractive message to promote this programme, which may seem complex at first glance".
Discover the movie: https://www.youtube.com/watch?v=yszWJwWQIA8
The website (French): https://changerçarapporte.fr
