After establishing Tre as the brand synonymous with ‘Trevligt’ (rough meaning being ‘nice’ in English, but in Swedish so much more) the Tre team explained how they took the next step to fortify their ‘Tre-vligt’ reputation. Using a humorous, and quirky ad campaign, they simply asked consumers to “switch to Tre.”

They also drove home the message that Tre’s network is associated with speed. Bus and train wraps, as well as ads displayed at Stockholm’s bus stops and metro stations, played around with place names, for example, the stop at ‘Hötorget’ was changed to ‘Höghastighetstorget’, meaning High-speed Square.