Title	THE PIZZA DELIVERY EXPERIMENT
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
Production Company	PRAVDA Oslo, NORWAY

Name	Company	Position
Ingrid Lea	Mccann Nordic Oslo	Creative
Torny Hesle	Mccann Nordic Oslo	Creative
Thale Høy/Petersen	Mccann Nordic Oslo	Creative
Bjørn Erling Solberg	Mccann Nordic Oslo	Account Director
Beate Haugane	Mccann Nordic Oslo	Account Manager
Beril Holte Rasmussen	Mccann Nordic Oslo	Acency Producer
Marte Nereng Langfjæran	Mccann Nordic Oslo	Designer
Erik Schøien/Janne Hjeltnes	Pravda	Producer
David Reiss/Andersen	Pravda	Director
Martin Solvang	Pravda	Dop Lighting Cameraman
Elaine Faye	X's/O's	Music
Patrick Larsgaard	Storyline Studios	Cut

The Brief

Ruter is the public transportation provider in Oslo, Norway. Their problem; Many think public transport is slow and complicated, especially if you’re going somewhere new. We needed to convince potential customers that Ruter sometimes can be just as good as driving by car. Our strategy was to do an experiment with someone who’s always been dependent on cars.

Describe how the promotion developed from concept to implementation

We collaborated with three pizza restaurants in Oslo and delivered real pizza orders with public transportation. The regular “one hour delivery guarantee” still applied, and we even did it during the weekend when there are fewer departures. The delivery time ranged from 32 to 68 minutes, and 79% were within an hour. So in the end, we managed to prove that it’s often possible to choose public transport instead of cars. If the pizza guy can - so can you. The experiment was documented and spread through Ruters channels and shown in cinemas.

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

To Ruter, this was a whole new way to communicate with their target audience. They showed a fresh, playful side of themselves that people really liked. 10% was more positive to travel with Ruter after the campaign.

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

Ruter’s liking and credibility is low. It wouldn’t be convincing to just say that public transportation is just as good as driving by car. We needed to do something more. So we put our own product to the test without knowing the outcome. Pizza delivery is something everyone can relate to, and people are familiar with the “one hour delivery guarantee”. That’s what made the experiment easy to understand. This way of talking to potential costumers is pretty bold and surprising for a public transportation company. And this was beneficial for Ruter.