| Title | THE GHOST TRAIN |
| Brand | NSB - NORWEGIAN RAILROAD |
| Product/Service | REGIONAL RAILWAY LINES |
| Category |
A02. Use of Audio Platforms |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
CARAT Oslo, NORWAY
|
Credits
| 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 |
| Kjetil Røst Nilsen |
Verdens Sterkeste Mann |
Producer |
| Kjetil Schjander Luhr |
Verdens Sterkeste Mann |
Sound Engineer |
| Peder Jørgensen |
Verdens Sterkeste Mann |
Sound Engineer |
Brief Explanation
We knew that people tend to forget what's unique about travelling by train: Time to relax! And we knew that a lot of NSBs passengers have the NSB Entertainment app. The night train from Oslo to Bergen takes about 6 and 30 minutes hours, which is about as long as it takes to read one of Norways most famous and scary novels: The Lake of the Damned. We had a Norwegian actor read the book live on the night train. Passengers could listen to it as an audiobook, in the app
Results and Effectiveness
For the first time in more than 10 years the number of travelers on the Bergen-railway is increasing. The ghost train was one of many trips this spring and they are the only new thing that's been done compared to previous years to promote the Bergen-railway.The media/PR, downloads in the app and attention in social media makes the pay-back to NSB more than 600% than what the campaign cost. NSBs reputation reached an all time high. 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.
Creative Execution
The trip began as an ad in one of Norways biggest and most important news papers, inviting people onboard the Ghost train to a reading of a novel. The goal was of course to sell tickets to the trip, but most importantly the ad made everyone aware of the event, so that when the audiobook was released in the NSB app, most people had heard about it. The book was realeased in Facebook-ads and on NSBs Facebook page.
Insights, Strategy and the Idea
NSB have most Norwegians, of all ages, as a target group. The ghost train ad in traditional media invited people onboard the train. And prepared the ground for the Facebook ads and the release ofr the audiobook in the app. This made the target audience for the audiobook a lot bigger. But all in all the audiobook was used to remind people that on the train you can relax and enjoy a good book so Travel by train.