Validating the SEATRS concept for a credible and impactful launch

De Lijn is committed to reducing its environmental impact, not just through its vehicles but also by involving passengers in sustainability initiatives. This ambition led to the SEATRS concept: sneakers made from recycled bus and tram seats. However, the question remained—would Flemish people embrace the idea? Would it align with De Lijn’s brand? And, crucially, was it the right time to launch?

Business challenge

Together with Accenture Song, BUFFL was tasked with finding answers. By leveraging rapid research methodologies and pre-testing templates, we validated the campaign’s potential and provided De Lijn with actionable insights in just two weeks.

How we made the difference

To ensure a data-driven go-to-market strategy, De Lijn needed clarity on key aspects of the SEATRS campaign:

• Concept validation: Do people like the SEATRS concept?
• Brand fit: Does it align with De Lijn’s sustainability mission?
• Impact assessment: Can it improve customer sentiment and overall satisfaction?‍
• Launch timing: Is now the right moment to introduce SEATRS?

BUFFL gathered insights from 500 Flemish respondents (300 passengers and 200 non-users), ensuring a representative sample of the population. The iterative approach allowed us to test and refine the messaging, ensuring maximum impact.

What we learned:

1. Concept validation – The SEATRS concept was well received, with 81% of respondents expressing a positive sentiment towards it.
2. Brand fit – 88% of respondents believed the initiative aligned with De Lijn’s sustainability mission.
3. Impact on perception – While De Lijn’s overall brand sentiment was neutral (52% had a rather negative perception), SEATRS managed to resonate even with skeptics—72% of those with a negative view of De Lijn still liked the SEATRS campaign.
4. Drivers and barriers – People were drawn to SEATRS due to its sustainability and recycling aspects, whereas concerns centered around design and hygiene rather than the concept itself.

“Our collaboration with BUFFL proved invaluable—not only did they deliver top-quality insights, but they did so with remarkable agility. Their iterative research approach ensured we made the right decisions at the right time.” - Rik Wierinckx, Accenture Song

How we added value

By pre-testing the campaign and validating it with real users, De Lijn gained the confidence to move forward with the SEATRS initiative. Key data points included:

• 81% of respondents liked the SEATRS concept.
• 88% agreed it matched De Lijn’s sustainability mission.
• 72% of respondents with a negative sentiment towards De Lijn still supported SEATRS.

Decisions and next steps

• Product: Approved and launched in 2023.
• Concept: Validated as having a positive impact on likeability and sentiment.
• Marketing: No need to delay—De Lijn can proceed confidently with the campaign.
• Communication: Messaging will emphasize sustainability and environmental impact.

Through a structured, research-based approach, De Lijn now has a clear path forward for introducing SEATRS in 2023, ensuring a campaign that resonates with both passengers and the broader public.