For Swedish long-distance bus service Swebus, Akestam Holst is counting on the tardiness of the railroads to make commuters happy. To make the point that Swebus is the nation's most on-time mode of public transport, the agency and client have launched the Swebus Train Switch, which rewards commuters with discounted, or free, bus rides, whenever the trains are late or canceled. The app monitors the country's ten biggest train station, and whenever the train is stalled, that generates a discount ticket to Swebus, the amount of which is based on the number of minutes it's late. Each minute equals a 1% discount. If trains are cancelled, the bus ride becomes free. The catch is, the app generates only one coupon per train, so snoozers are losers.
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