Title	SIMPLE WAYS TO A BETTER CITY SUMMER
Brand	DNT OSLO & OMEGN
Product/Service	DNT OSLO & OMEGN
Category	A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN
Entrant Company	ISOBAR NORWAY Oslo, NORWAY
Advertising Agency	ISOBAR NORWAY Oslo, NORWAY

Name	Company	Position
Helge Marius Wiig	Isobar Norge	Art Director
Tom Andersson	Isobar Norge	Copywriter
Felipe Hefler	Isobar Norge	Designer
Maria Lima	Isobar Norge	Account Manager
Kristina Schaatun	Isobar Norge	Producer

The Brief

Objective: Recruit members Target audience: Non members vacationing at home or in between holiday trips that are new to hiking. Strategy: With tight budgets, engaging the aspiring audience personally was chosen over traditional media. Instead of show and tell, we wanted to demonstrate and inspire. 1: How beautiful the woods (called Marka) are, 2: The value of the work DNT Oslo does. Further analysis of the target audience divided them into two groups: 1: Families 2: Couples/individuals without children. Both segments aged between 25-50, living in Oslo, and aspiring to an active lifestyle but without particular outdoor experience.

Creative Execution

Our audience don't want to plan for in-between-day-trips. Also, they want assurance: The activity needs to be a certain success. Despite several planning tools and hiking guides, they stay in the city. There are just too much hassle planning a hike when you are inexperienced. We think novice hikers see the amount of choice and complexity of maps as barriers. We stripped down: The experienced volunteers act as a guarantee for success. Choice is removed by strict curation. We show the way without map hassle. The turn-by-turn navigation acts as inspiration, as people use the service at home as well.

Describe the creative solution to the brief/objective.

DNT Volunteers spend 70.000hrs in Marka every year. They mark trips and build bridges and cabins, and maintain paths. The DNT membership supports this work, but it's hard to understand the value it has, without seeing it with your own eyes. We involved the volunteers and made a personal service to help people take their first steps into Marka. An inspirational push to breathe the atmosphere and see the importance of DNT's work themselves. Using the expertise and enthusiasm of the volunteers, we chose the most beautiful hikes and documented the trails, providing easy access for everyone.

Results

The service was promoted on Facebook as a part of a "DNT City Summer" concept. We had two posts promoting the service, with approximately 10% click rate. In comparison, the other boosted posts in the City Summer campaign averaged on about 2% click rate. DNT has extremely limited budgets, so we haven't conducted any extensive surveys to single out the effect of the Simple Ways to a Better City Summer service compared to the campaign as a whole. After moving the whole budget online and under the "DNT City Summer" concept, we increased memberships by XXX% compared to 2013.