Title	THE BETTER DAY EXPERIMENT
Brand	NAF
Product/Service	PUBLIC AWARENESS
Category	D01. Integrated Campaign led by PR
PR Agency	TRIGGER Oslo, NORWAY
Production Company	BACON OSL Oslo, NORWAY
Production Company 2	GOOD MORNING Oslo, NORWAY
Entrant Company	TRIGGER Oslo, NORWAY

Name	Company	Position
Markus Eckbo Endresen	Trigger As	Account Manager
Victoria Hauk	Trigger As	Project Manager
Bjørnar Flyum Thorsen	Trigger As	Creative
Magdalena Kamøy	Trigger As	Creative
Gørill Husby Moore	Trigger As	PR Manager
Ida Pernille Hatlebrekke	Trigger As	PR Manager
Marianne Vågan	Trigger As	Content Manager
Marianne Skøien	Trigger as	Content Manager
Mari Aam Svendsen	Bacon Oslo	Production Manager
Mari Grundnes Paus	Bacon Oslo	Producer
Tobias Boesen	Bacon Oslo	Director
Øystein Dyb	Bacon Oslo	Post Production
Markus Lind	Good Morning	Creative
Jørgen Winsnes	Good Morning	Graphic Designer
Robert Bue	Good Morning	Developer
Thea Bakken Granberg	Good Morning	Producer

The Campaign

NAF wanted to reposition itself from being a motorists' organization to a interest group for all road users. So we found a challenge that effects us all - time loss. To prove that it is possible to reduce time lost in traffic, NAF conducted the most daring traffic experiment ever attempted in Norway: "The Better Day Experiment". Our mission was to eliminate traffic on Norway´s busiest road - in the middle of rush hour. In order to succeed we needed to convince the Norwegian public to change their transportation habits so that we all could experience the benefits of a better day. To solve the problem we had to understand it. So we teamed up with popular scientist, Andreas Wahl, to explain why we loose time in traffic and how we can win it back. This insight was presented through a large-scale PR-strategy and an interactive, movie-based webpage. Then on September 22nd, the day of the Better day-experiment, with the attention of almost every man, woman and media outlet in Norway, NAF succeeded in reducing queues with 30 percent. 1 of 4 Norwegians say they will change their habits transport as a result of the campaign. NAFs campaign became one of the most talked about public issues of the year. Covered by 343 news articles with a total reach of 46,33 million. This is equivalent to reaching the entire population of Norway nine times over.

The Brief

Re-position NAF as an association for all road users, not just car owners. Influence politicians to prioritize transportation issues during elections. Give true meaning to their slogan: "your cause, is our cause". Put traffic issues on the public agenda. Reduce traffic and save time on behalf of their members.

Execution

To explain why we loose time in traffic in the first place we launched an interactive movie site portraying a typical Norwegian family going trough their everyday logistics. A well-known Norwegian scientist, would appear to interpret their situation and explain how time-loss could have been avoided by introducing new ideas and solutions. The insight was also used throughout a large-scale PR-strategy. Almost every significant media outlet followed the campaign closely, we initialized debates and tailored a large array of news stories, and established an unprecedented alliance across industries to help create a better day for our families. We created pop-up commuter parking area, doubled the bus frequency, raised the train capacity for an extra 2000 people, introduced flexible work hours for major companies, gave free bike-rental and encouraged car-pooling. Then, with the attention of almost every man, woman and media in Norway, we put it all into effect during The-Better-Day-Experiment.

The Better Day Experiment was conducted on the 22 of September on the most heavily trafficked highway in Norway, on the most trafficked day of the week, on the most trafficked time of day. Did it work? Yes. Time lost in queue was reduced by 30 percent. NAFs campaign became one of the most talked about and covered public issues of the year: News articles: 343 Reach: 46,33 million Ad value: approx 3,3 million euros The campaign trended on Twitter in Norway 62% of the population in Norway was aware of the traffic experiment at the 22 of September. Half the population (50%) in Oslo say they have learned more about the solutions that can be implemented to reduce queuing on Norwegian roads as a result of the campaign. 37% nationwide. 1 of 4 Norwegians (26%) say they will change their habits transport as a result of the campaign.

The Strategy

We started by identifying a challenge that effects us all equally - time lost in our everyday lives due to traffic. We decided to speak specifically to families. Because families/parents are highly represented among NAFs members, other tactical target groups such as politicians and stakeholders show sympathy for families, and most importantly, they have the most challenging and time consuming everyday logistics. Figures from NAF show that 60% of Norwegian parents are pressed for time – and that an unnecessary amount of time is lost in traffic. We wanted to see if we could help these families, and by doing so, lift the issue concerning traffic and transportation up from the asphalt and into the lives of ordinary people. A crucial part of our strategy was to create alliances across industries to help us identity and implement solutions to our common transportation challenges.