| Title | ECOTRAIN |
| Brand | NORWEGIAN STATE RAILWAY |
| Product/Service | TRANSPORTATION |
| Category |
A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
Credits
| Sebastian Prestø |
TRY/Apt/POL |
Copywriter |
| Anders Holm |
TRY/Apt/POL |
Copywriter |
| Janne Brenda Lysø |
TRY/Apt/POL |
Copywriter |
| Stian Johansen |
TRY/Apt/POL |
Art Director |
| Thomas Emil Johansen |
TRY/Apt/POL |
Designer |
| Ole Hustad |
TRY/Apt/POL |
Consultant |
| Mona Larsen |
TRY/Apt/POL |
Project Manager |
| Frode Ekeberg |
TRY/Apt/POL |
Motion |
| Magne Hage |
TRY/Apt/POL |
Motion Graphics |
| Roy Kristoffersen |
TRY/Apt/POL |
Motion Graphics |
| Joacim Sjöberg |
TRY/Apt/POL |
Designer |
| Pål Smitt/Amundsen |
TRY/Apt/POL |
Developer |
| Knut Skåla |
TRY/Apt/POL |
Developer |
| Marius Nohr |
TRY/Apt/POL |
Developer |
Results and Effectiveness
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.
Creative Execution
We turned train cars into interactive classrooms, making the train the media. It was important to make an interactive tool that train conductors could use and control without problem. To solve this, an interface was created so that the conductor could control the rest of the iPads with one master iPad. He could use their answers and interactions to move the story forward, turn down the volume or blank their screens if he needed their attention.
The media budget was next to nothing, so we relied on making the experience as good as possible and relying on word of mouth from teachers, pupils and NSB employees.
We sent EcoTrain conductors to schools and got children's environmental NGO "Miljøagentene" (Environment Agents) to endorse the program.
Insights, Strategy and the Idea
Every year 600.000 Norwegian schoolchildren go on excursions. Most of them by bus. The Norwegian State Railway wanted them to consider taking the train instead. It was important for NSB to give future commuters a good first impression, and at the same time strengthen their environmental profile.
Since it is 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.
Idea:
EcoTrain – an interactive educational tool that turned train cars into classrooms. This would teach children something about eco friendly traveling, while actually traveling eco friendly.
On the EcoTrain every student gets an iPad mini and a specially trained conductor. He guides the class through a number of games and assignments, all concerning transportation and the environment.
And great news for teachers: Eco train is approved as part of the official curriculum.