When the Stockholmers woke up on Friday, May 24, it was to a new commuter train map! In 2018 ATG had launched both a new gaming app and a new customer promise – "Expect more!". A promise that really describes the world famous trotting race Elitoppet (The Elite race).

Together with ATG, known as "The friendly gaming company", we decided to do something really big for the fans. Elitloppet is traditionally pink and many visitors take the pink commuter train line to Sundbyberg which is the nearest station to the trot track - Solvalla, 3 km away. Because of this the road to Solvalla are usually overfilled with thousands of vsitiors and it can easily become traffic congestion. That is why we extended the pink commuter train line all the way to the trot track.

The campaign started at the Central station a few days before the race, in purchased media and with guerilla outlets. SoMe and CRM spread the important traffic information to the fans and maps at different metro stations got temporary stickers with the extended line.

In order to join the extended pink line (which was carried out by busses leaving from Sundbyberg and the Central station every 10th minute), you had to download ATG's newly launched game app. The campaign resulted in thousands of new users in one day and a lot less traffic congestion on the road to Solvalla