Title	4000 STOPS
Brand	RUTER
Product/Service	PUBLIC TRANSPORTATION, OSLO
Category	D01. Use of Integrated Media
Entrant Company	McCANN NORDIC OSLO, NORWAY
Advertising Agency	McCANN NORDIC OSLO, NORWAY
Media Agency	STARCOM Oslo, NORWAY
Production Company	SCANDINAVIAN DESIGN GROUP Oslo, NORWAY
Production Company 2	MAKING WAVES Oslo, NORWAY

Name	Company	Position
Torny Hesle	Mccann Oslo	Creative
Ingrid Lea	Mccann Oslo	Creative
Bente Eikholt	Scandinavian Design Group	Project Manager
Mette Loland	Mccann Oslo	Project Manager
Einar Karlsen	Starcom	Media Manager
Bjorn Granlund	Starcom	Media Manager

Brief Explanation

Ruter wanted more people to travel more often by public transportation. Our main challenge was that few cared about using Ruter's services other than to solving their own everyday logistic need. So we needed to make Ruter relevant to people in a new context: people's spare time. People tend to run out on new things to do – and Ruter know Oslo better than anyone through their 4000 stops. So we created 4000stops.no, a service that made Ruter relevant through enabling Oslo's citizens to share inspirational tips on how to get more out of their city and their spare time.

Results and Effectiveness

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.

Creative Execution

Digital was of course our main channel. By using digital as primary channel we could afford to create relevant attention towards 4000stops.no and capitalize on the interest created by making it easy to share and consume tips. But we also made use of the Ruters stops and vehicles, both because of relevance and coverage criteria. OOH's role was initially to gain attention towards 4000stops.no and further down the line to serve taylor made tips on what to do at specific stops. Local newspapers were used to display things to do on a Sunday and to mobilized certain key areas.

Insights, Strategy and the Idea

We needed to earn relevance in a new context and change people’s attitude towards Ruter. Hence a four-week campaign would not be the right medicine. Gaining relevance and changing attitudes take time. So we had a year’s perspective and targeted our audience through various pulses. We spent 50% of our media budget on the first of three pulses, securing a broad attention and interest towards 4000stops.no. From there on it was all about activating and making it easy to share and consume tips, using channels with good reaction capabilities.