Description
For Finnish Gen Z, domestic bus travel felt dull; predictable compared to dreams of Tokyo or Berlin. Their lives, curated by algorithms and screens, left little space for genuine surprise.
The challenge: how could Matkahuolto, a traditional bus operator, capture their attention and gain relevance?
The strategy was to bring thrill back to everyday travel. The twist: you know when you’re going, but not where. With Mystery Trips, passengers chose a “vibe,” but the destination stayed a surprise until departure.
The response exceeded expectations. Tickets sold out instantly, 99.5% of travelers wanted to go again, and NPS hit 85.
What began as a campaign became a permanent product: transforming bus rides into social currency for Gen Z and redefining Matkahuolto from a utility into a cultural conversation starter.
This professional campaign titled 'Mystery Trips' was published in Finland in June, 2025. It was created for the brand: Matkahuolto, by ad agency: hasan & partners. This Ambient, Content, and Experiential media campaign is related to the Transport industry and contains 1 media asset. It was submitted 3 months ago by hasan & partners .
