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    Marketing

    De Lijn

    Bus vs. car

    A social-first campaign by Student × SnakLab positioning the Buzzy Pazz as the way for students to get around.

    De Lijn: Bus vs. car

    Context

    De Lijn is the Flemish public transport company connecting hundreds of thousands of travellers by bus and tram every day. With the Buzzy Pazz, its youth season ticket, young people travel without limits or worries. For many students, the bus is part of the rhythm of the day: to class, to friends, to the station. Yet the Buzzy Pazz is not always top of mind when they choose how to travel, and far from all young people know that the bus is actually the most budget-friendly option. On top of that, De Lijn had big news to share: the price of the Buzzy Pazz dropped, making the youth season ticket better value than ever. The perfect moment to position the Buzzy Pazz as the go-to solution for students aged 18 to 24 in Flanders. And to do it where that generation makes its choices: in the feed.

    Challenge

    01

    Make the Buzzy Pazz top of mind

    With students aged 18 to 24 in Flanders, an audience that scrolls past classic advertising effortlessly.

    02

    Reach young people in their own language

    With authentic content that feels like the content in their own feed, without institutional distance.

    03

    Position the bus as the most budget-friendly way to travel

    No car stress, no parking worries, and on top of that the cheapest way to get around.

    Solution

    Content creation by SnakLab We built a campaign strategy rooted in students' daily lives, with a tone of voice that speaks directly to young people. SnakLab turned it into four vertical videos: two on campus interviews (“dilemma” and “private driver”), filmed among students themselves, and two videos on the bus (“dream” and “bus vs. car”), where the ride itself became the set of the story.

    1

    Content creation by SnakLab

    We built a campaign strategy rooted in students' daily lives, with a tone of voice that speaks directly to young people. SnakLab, Student's creative pole, turned it into four vertical videos: two on campus interviews (“dilemma” and “private driver”), filmed among students themselves, and two videos on the bus (“dream” and “bus vs. car”), where the ride itself became the set of the story.

    2

    Distribution & activation by Student

    Student made sure the content actually reached the right young people: through data-driven social ads on TikTok and Meta, in two waves spread over two months, targeting higher education students in Flanders (18-24). Between waves we kept optimising: budget shifted to the best performing videos and platforms, with Instagram as the strongest performer.

    Four videos that took the Buzzy Pazz from the bus stop to the feed.

    De Lijn, Private driver
    ON CAMPUS INTERVIEW · PRIVATE DRIVER
    De Lijn, Dilemma
    ON CAMPUS INTERVIEW · DILEMMA
    De Lijn, Dream
    ON THE BUS · DREAM
    De Lijn, Bus vs. car
    ON THE BUS · BUS VS. CAR
    De Lijn, Private driver
    ON CAMPUS INTERVIEW · PRIVATE DRIVER
    De Lijn, Dilemma
    ON CAMPUS INTERVIEW · DILEMMA
    De Lijn, Dream
    ON THE BUS · DREAM
    De Lijn, Bus vs. car
    ON THE BUS · BUS VS. CAR

    Impact

    For two months the campaign put the Buzzy Pazz prominently in the feed of students in Flanders and drove them to click through to De Lijn. The videos brought the Buzzy Pazz into young people's feeds in a credible, recognisable way and concretely pushed them to discover the season ticket.

    +233K
    Impressions via Meta Ads
    +3,700
    Clicks to De Lijn's landing page
    TESTIMONIAL

    “With this video content we wanted to show how young people really experience the bus today: practical, accessible and part of their daily lives. Together we chose an approach that doesn't feel like advertising, but like content students would come across spontaneously on TikTok or Instagram.”

    De Lijn logoStephanie SchepensCommunication Advisor, De Lijn
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