| Title | 4000 STOPS |
| Brand | RUTER |
| Product/Service | PUBLIC TRANSPORTATION, OSLO |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
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McCANN NORDIC OSLO, NORWAY
|
|
Advertising Agency
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McCANN NORDIC OSLO, NORWAY
|
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Media Agency
|
STARCOM Oslo, NORWAY
|
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Production Company
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SCANDINAVIAN DESIGN GROUP Oslo, NORWAY
|
|
Production Company 2
|
MAKING WAVES Oslo, NORWAY
|
Credits
| Torny Hesle |
McCann Oslo |
Creative |
| Ingrid Lea |
McCann Oslo |
Creative |
| Thale Hoy-Petersen |
McCann Oslo |
Creative |
| Bjorn Erling Solberg |
McCann Oslo |
Account Director |
| Tone Boygaard |
McCann Oslo |
Project Director |
| Torjan Vastveit |
McCann Oslo |
Graphic Designer |
| Rune Kongsro |
|
Photographer |
| Anne Hildremyr |
McCann Oslo |
Designer |
| Karl Bryhn |
McCann Oslo |
Designer |
| Marte Langfjaeran |
McCann Oslo |
Designer |
| Beril H. Rasmussen |
McCann Oslo |
Agency Producer |
| Marc Garcia |
McCann |
Digital Advisor |
| Kevin Murphy |
Scandinavian Design Group |
Digital Advisor |
| Bente Eikholt |
Scandinavian Design Group |
Project Manager |
| Mette Loland |
McCann Oslo |
Project Manager |
| Einar Karlsen |
Starcom |
Media Manager |
| Bjorn Granlund |
Starcom |
Media Manager |
Creative Execution
The mobile friendly website 4000stops.no worked like a super local city guide - evolving around Ruters stops. Anyone could share tips for each stop.
Oslo ambassadors were invited to fill the site with tips. Films of celebrities revealing their hidden gems were spread through Facebook and pre-rolls. We gathered tips through local online newspapers and Facebook with tailored bus stop messages.
We served the best tips to the people of Oslo through digital and newspapers. We also sent a humorous TV duo to test tips, resulting in eight webisodes distributed through Oslo's biggest online newspaper, Aftenposten and Facebook.
4000stops.no is by far Ruter´s most successful campaign ever. The site site had 25 000 unique visitors already during the first pulse, using an incredible amount of time – averaging on 4,5 minutes. To date there are over 2000 tips generated and we´re still counting.
4000.stops.no has received media coverage estimated value: 5 million NOK!
50% attention, of whom 35 % had more positive perception of Ruter.
20% of those who had seen campaign travelled to a new place with Ruter *= +150 000 travels, equalling a revenue of 12 million NOK in ticket sales.
* Test May 2015.
Oslo has one of the best public transportation systems in the world. The provider, Ruter, wanted people to take advantage of their offer more often. The more people commuting by public transportation, the better for the environment – and of course Ruters future services. But few cared about Ruter's network, outside of their everyday logistic needs. So we needed to make Ruter just as relevant in people´s spare time as in everyday life.
Spare time is preferably used doing the things you want to do. But sooner or later you´ll run out of ideas of what to do. Ruter on their side, have 4000 stops in their network and we thought each and every one of these stops had inspiring things to do – just around the corner.
So we created 4000stops.no and invited people to share - and get inspiration from things to do at Ruter's stops.