1. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
“Overpopulation where is the
balance?”
Oyster Pearl System
Prepared for: Young Glory Johan Vakidis, Brief 1
Prepared by: Alexandre van der Smissen, Art Director
October 31, 2012

2. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
Project Summary
Brief
Our Brief was to come up with an idea that would help ease overpopulation, crowd control, traf-
fic control, in-turn and ultimately curb pollution. A branded product or service had to be delivered.
Insight
The Transport for London is the second largest transport and underground service in the
world and has serious problems with overcrowding in the rush hours times. Many people are
obliged to wait for the next train and bus because of overcrowding. How can we make traveling in the
underground and bus safe, uncrowded, and encourage people to travel at non rush hour
times?
Solution
The Oyster Card Pearl system. This is a point system that collects points whenever you touch-
in your oyster in the Oyster card reader gates. In this case the points are called Pearls.
Whenever you travel at rush hour times you collect 0pearls. If you travel 1hour before or after rush
hour times you collect 5pearls, and for the rest of the day you collect 2pearls. Same applies on
weekend rush hour times. If you catch a barclays bike during rush hour times you collect
7pearls, and for the rest of the day you collect 2pearls.
Once you have reached 600pearls on your Oyster card you win one day free travel on the
Transport for London, and once you reach 3000pearls on your Oyster card you win one week
free travel on the Transport for London.
Page 1

3. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
Oyster Pearls
Rush hour and Non-Rush hour pearls (prls):
People Shall be encouraged to arrive a 30min
earlier to work or to leave 30min later from
work.
2prls 5 prls
0prls
5 prls 2prls 5 prls
0prls
5 prls 2prls
5:30 6:00 7:00 10:00 11:00 15:00 16:00 19:00 20:00 00:30
People who don't have a fixed routine shall be
able to adapt their routine to travel in non rush
hour times
8 prls
Cycling during rush hour
earns you 8pearls
Page 2

4. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
Pearl Points Prizes:
Here when you collect 600 pearls you win 1-day free travel, and when you collect 3000 pearls you win 1-
week free travel. These prizes are achievable within a month for regular oyster users.
Total Pearls Prize:
Collected:
600 Pearls 1-Day Free Travel
3000 Pearls 1-Week Free Travel
This system will make Transport for London fun
and it will create a game out of traveling on the
tube.
Page 3

5. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
Oyster Card Reader
Whenever you go through the oyster card
gate scan. It will tell you how many pearls
where added at that time of the day.
Oyster Pearl App
Check the total amount of pearls you have
collected when you Top-Up, TFL Website
page, and in your Oyster Pearl App.
Page 4

6. alexsmissen@gm
ail.com
FB: Alex Smissen
London College of Communication
Alexandre van der Smissen BA(hon) Advertising Student +44 7584726001
Page 5