THE LOST & FOUND CALENDAR
| Title | THE LOST & FOUND CALENDAR |
| Brand | NSB - THE NORWEGIAN RAILWAYS |
| Product/Service | CHRISTMAS ACTIVATION & BRAND REPUTATION |
| Category |
A08. Use of Competitions & Promotional Games |
|
Entrant Company
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TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
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Media Agency
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VIZEUM Oslo, NORWAY
|
Credits
| Anders Holm |
TRY |
Creative |
| Sebastian Prestø |
TRY |
Creative |
| Eirik Sørensen |
TRY |
Creative |
| Finn Eidam Knudsen |
TRY |
Creative |
| Helge Gjertveit |
Try |
Account Supervisor |
| Ingrid Linjordet |
Try |
Project Manager |
| Linda Tillier |
Apt |
Project Manager |
| Anders Foss |
Try |
CRM |
| Morten Berger Karlsen |
Try |
CRM |
| Thomas Bråten |
Try |
Photographer |
| Erik Winn |
Apt |
Designer |
| Naomi Disch |
Try |
Stylist |
| Edmundo Navasca |
Apt |
Programmer |
| Kaja Helene Kristiansen |
Apt |
Programmer |
| Thomas Sømoen |
Apt |
Programmer |
The Brief
To engage our audience in an over-crowded holiday jungle of advertising, we needed to make the Christmas activity relevant and important. Luckily, we found an interesting insight: During the holidays NSB’s passengers bring with them their most valuable luggage: their Christmas presents. But sadly, December is also peak season for NSB’s lost and found-department. It’s sad to see so many treasures ending up in a dim storage room, when they should be lying under lit Christmas trees.
The strategy: Engage the Norwegian population in a Christmas Activity, by giving their luggage away.
Campaign Success
The idea: The Lost and Found Calendar – an advent calendar filled with curious prizes – all taken from our lost and found department.
Fall of 2014 we started putting aside interesting things that were left on our trains. We wrapped the stuff up nicely, presented a new item day by day on the campaign site. Our audience was activated by encouraging them to guess what was hidden inside. If you had the correct answer you could win the item.
To help out, we presented hints in our social channels, our website and newsletters. Every package got it’s own story. Who was the musician who left his guitar? How did the carpenter get by without his step-ladder?
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 300.000 people (Norwegian population 5mill), tried winning our forgotten guitars, umbrellas and engagement rings. And they shared our activity 21.000 times on Facebook.
The activity got a lot of media attention, including 60 seconds on Norway’s largest TV channel.
And hopefully, even more people got the memo: Take extra good care of your luggage during the holiday season.
Explain why the method of promotion was most relevant to the product or service
NSB, the Norwegian Railways, asked us to create a Christmas activity that would engage and activate their customers during the holidays.