| Title | ECOTRAIN |
| Brand | NORWEGIAN STATE RAILWAY |
| Product/Service | TRANSPORTATION |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Contributing Company
|
TRY/APT/POL Oslo, NORWAY
|
Credits
| Sebastian Prestø |
TRY/Apt/POL |
Copywriter |
| Anders Holm |
TRY/Apt/POL |
Copywriter |
| Thomas Emil Johansen |
TRY/Apt/POL |
Designer |
| Janne Brenda Lysø |
TRY/Apt/POL |
Copywriter |
| Stian Johansen |
TRY/Apt/POL |
Art Director |
| Ole Hustad |
TRY/APT Advertising Agency |
Consultant |
| Mona Larsen |
TRY/APT Advertising Agency |
Project Manager |
| Joacim Sjöberg |
TRY/APT Advertising Agency |
Designer |
| Pål Smitt/Amundsen |
TRY/Apt/POL |
Account Manager |
| Knut Skåla |
TRY/Apt/POL |
Web/Technology Developers |
| Marius Nohr |
TRY/Apt/POL |
Developer |
| Magne Hage |
TRY/Apt/POL |
Motion Graphics |
| Roy Kristoffersen |
TRY/Apt/POL |
Motion Graphics |
| Frode Ekeberg |
TRY/Apt/POL |
Motion Graphics |
The Campaign
Branded entertainment is very restricted in Norway and has to be clearly marked. There are no restrictions however on the interactive content we made, since the content was shown on an actual NSB train. We also focused on making the content educational and engaging about the environment without being pessimistic about the future. The key message was that when it comes to the environment, everyone can't do everything, but everyone can do something. Like taking the train to work or on holiday instead of driving or flying.
Results
Every year 600.000 Norwegian schoolchildren go on excursions. Most of them by bus. The Norwegian State Railway (NSB) wanted them to consider taking the train instead. It was also important for NSB to give future commuters a good first impression, and at the same time strengthen their environmental profile.
Since it is the teachers who decide how the class travels, we wanted to make something that would be both fun and engaging for the children, but also educational.
The idea: EcoTrain – an interactive educational tool that turned train cars into classrooms. This would teach children about eco friendly traveling, while actually traveling eco friendly.
On the EcoTrain every student gets an iPad mini and a specially trained EcoTrain conductor. He guides the class through a number of games and assignments, all concerning transportation and the environment. They learn about greenhouse emissions, recycling and how small actions can create a big impact on the world we live in. For example you could take the train instead of driving.
The conductor controls the iPads from a master iPad. The students answer questions like "how many cars are in your family?" and the conductor uses that information to drive the story forward.
And great news for teachers: Eco train is approved as part of the official curriculum.
The media budget has been next to nothing as this has been a pilot project for NSB. There is information about EcoTrain and how to book it on nsb.no (https://www.nsb.no/om-nsb/nsb-og-miljo/miljotoget). But mostly the recruitment has been word of mouth from teachers, students and their parents.
We have made posters that were displayed in schools, Science Fairs and Technical Museums (were the EcoTrain makes a stop).
We also sent EcoTrain conductors to schools to talk about the project.
The EcoTrain started as a pilot project on local rout Gjøvikbanen. Since March, 500 young passengers have learned about eco friendly traveling while traveling eco friendly. Due to popular demand from teachers, students and especially NSB staff, we are now training new EcoTrain conductors across Norway and buying class sets of iPads. We are rolling the project out on all major routs, making the EcoTrain a national commitment for NSB.