Title	TRAINSPIRATIONS
Brand	NSB - THE NORWEGIAN RAILROAD
Product/Service	BERGENSBANEN (THE OSLO-BERGEN RAILROAD)
Category	A05. Branded Live Experience
Entrant Company	TRY/APT/POL Oslo, NORWAY
Contributing Company	TRY/APT/POL Oslo, NORWAY
Media Agency	CARAT Oslo, NORWAY

Name	Company	Position
Stian Johansen	POL	Creative Director
Janne Brenda Lysø	POL	Creative Director
Monika Augustsson	POL	Account Director
Lise Schelvan	POL	Account Manager
Elise Kaspartu	POL	Account Manager
Christian Lauritzen	POL	Graphic Designer
Ole Jakob Bøe Skattum	POL	Graphic Designer
Andreas Braaten	Antimedia	Producer
Andreas Helland Johannessen	Antimedia	Director
Trine Rygh-Johansen	Inspiration Event	Producer
Kjetil Røst Nilsen	Verdens Sterkeste Mann	Producer
Peder Jørgensen	Verdens Sterkeste Mann	Sound Engineer
Kjetil Schjander Luhr	Verdens Sterkeste Mann	Sound Engineer

The Campaign

Each Trainspiration trip began as an ad in one of Norways biggest and most important news papers. Even though there where few tickets availible to each trip, the goal was to make new conversations about NSB - the trips being really out of character. All the carriages used for the trip where designed and foiled on the outside and rebuild on the inside. The trips were not supposed to be a meet-a-celebrity-event, the focus was always: On the train you can relax and spend time by yourself. Which is unique in our busy, busy world. But to make sure we got the medias attention we had a celebrity present on each trip, but he/she was a surprise for the passengers on board. This also made each trip even more interesting for NSB Entertainment app-users: A famous singer/songwriter visited the guitar train, Norways most popular knitter/fashionista held the knitting course, a famous actor read the scary novel and so on. (On the Jan Thomas the tank engine-trip it was off course no secret that the stylist Jan Thomas would be present.) ASAP after each trip the content was made available in the entertainment app. An 6 hour audiobook, a pampering class, history lessons that with gps-technology makes it possible to hear a story connected to where you are on your journey. In addition to the knitting courses in the app, NSB have begun selling knitting kits for a Oslo-Bergen scarf on board the train so that people can use the course right there and then. Knitting the scarf should take about the time it takes to ride the train on a roundtrip from Oslo to Bergen. And the pattern is based on the Bergen-railways elevation profile.

For the first time in more than 10 years the number of travellers on the Bergen-railway is increasing. The Trainpiration trips are the only new thing thats been done compared to previous years when it comes to advertising and NSB can see no other reason for the increase than these trips. The media coverage, downloads in the app and attention in social media makes the pay-back to NSB more than 600% than what the campaign cost and NSBs reputation reached an all time high this summer, even though the delays and the problems with reconstruction are the same as always. Norwegians just likes the train more now, than they did before. There were 230 000 downloads of the campaign content in the NSB Entertainment app.

NSB wanted people to add new stories, new content to the brand. We knew that people tend to forget whats really unique about travelling by train: Time to spend doing whatever you want! And we knew that a lot of NSBs passengers have the NSB Entertainment app. So we made one of NSB most beautiful trainrides into our showroom. One unique trip, each month this spring. Each trip was adervertised in newpapers and on Facebook beforehand, so that people could buy tickets. But, most importantly: All the trips generated unique and relevant content to NSBs Entertainment app: From live audio books to knitting courses and pampering lessons. So if you were not on the trip itself, you could experience it in the app. A knitting course, a mini-consert, a ghost story, a history lesson – or pampering lessons.