Title	DESTINATION UNKNOWN
Brand	RUTER
Product/Service	PUBLIC TRANSPORTATION COMPANY
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	McCANN OSLO, NORWAY
Advertising Agency	McCANN OSLO, NORWAY
Media Agency	STARCOM Oslo, NORWAY

Name	Company	Position
Ingrid Lea	Mccann Nordic Oslo	Creative
Torny Hesle	Mccann Nordic Oslo	Creative
Thale Høy/Petersen	Mccann Nordic Oslo	Creative
Øistein Markus Holm	Mccann Nordic Oslo	Creative
Øistein Kristiansen	Mccann Nordic Oslo	Creative
Ole Hallvar Kveseth	Mccann Nordic Oslo	Creative
Bjørn Erling Solberg	Mccann Nordic Oslo	Account Director
Tone Bøygard	Mccann Nordic Oslo	Account Manager
Torjan Rood Vastveit	Mccann Nordic Oslo	Designer
Anne Hildremyr	Mccann Nordic Oslo	Ad Assistent
Marte Nereng Langfjæran	Mccann Nordic Oslo	Designer
Rune Kongsro	Kongsro	Photographer
Alexander Benjaminsen	Kongsro	Photographer
	Nova Vista	Event

The Brief

Ruter is the public transportation provider for greater Oslo, Norway. Although many use them frequently on a daily basis, their liking is low. So when people take time off in the summer, they gladly take time off from public transportation as well. We needed to show existing customers that Ruter is just as relevant during summer, and that hidden summer pearls are only a short bus ride away.

Describe how the promotion developed from concept to implementation

To get the target group interested in traveling with public transport in their spare time, we created something that was relevant and easy to like. Many Norwegians spend their summer holidays in Southern Europe, and tour operators offer cheaper trips called “Destination Unknown.” This means you only know what region you’re going to, and not the final destination. Many choose this option hence the price, but it is also quite intriguing! That’s why we launched “Ruter Destination Unknown” back home. Cheap bus trips to an unknown summer attraction in Oslo.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign created the best results for Ruter ever. The trips were immediately overbooked - we even had to triple the capacity on the first bus trip. Ruter’s Facebook-page, which is usually used for complains, flooded with positive comments only. Even Oslo’s mayor encouraged people to join our trips. 40% of Greater Oslo’s population got to know the campaign. Of these, 76% got a good/very good impression of Ruter and 50% thought Ruter made it easier to explore summer activities. Most important: 28% said they are more positive to travel with Ruter in their spare time.

Explain why the method of promotion was most relevant to the product or service

Although many travel with Ruter on a daily basis, they mostly travel between the same stops (work, home, etc). When everyday logistics change during the summer holidays, it’s easy to choose the car instead. But Ruter has around 4000 stops, and many of them are close to perfect summer activities. All the “Destination Unknown”-trips went to one of these stops. In this way we got our target group to go crazy about traveling with Ruter to their regular stops. By introducing a well known holiday concept, we managed to create associations to holiday travels when traveling with Ruter.