| Title | 4000 STOPS |
| Brand | RUTER |
| Product/Service | PUBLIC TRANSPORTATION, OSLO |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
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
|
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 |
The Brief
Ruter wanted people to travel more often by public transportation. But 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.
We created 4000holdeplasser.no (=4000stops.no), a user generated, super local city guide, evolving around Ruters bus stops, enabling Oslo's citizens to share inspirational tips on how to get more out of their city and their spare time.
Campaign Success
When we planned this campaign, we knew it would take time to achieve our goals. We also knew we had to time and work our way through the different phases according to reality and not a spreadsheet.
First phase: Gaining sufficient attention and knowledge.
Use of broad channels and collaboration with Oslo-bloggers.
Second: Engage and collect tips; what is your favorite thing to do here?
Local and hyper local targeting via Facebook, local newspapers/sites and OOH.
Third: Inside out; share and display the best tips from the service.
When 4000stops.no rounded tip 1000, we served some of the best of them to Oslo's citizens through posters in Ruter's vehicles, as well as digital and local newspapers. We topped it off with exhibiting the users tips on Ruter and Oslo bloggers ”Poor us” collaborate Oslo exhibition at a design and art centre, D&A.
Describe the success of the promotion with both client and consumer including some quantifiable results
4000stops is by far Ruter's most successful campaign ever. 20% traveled to a new stop* - an increase of approximately 150.000 travels, equalling a revenue of 12 million NOK in ticket sales and 125 tons CO2 spared (compared to same distance by car.) Oslo population: 1 million.
50% attention amongst the population in Oslo. 35% responded that the campaign had contributed to a positive perception of Ruter.
Massive media coverage, including Norway´s biggest news sites. National TV coverage through NRK and TV2, an estimated exposure value of 5 million NOK!
The first campaign pulse brought 25.000 unique visitors to the site. Each session 4,5 minutes in average. Our goal was to fill half the stops with quality tips within the first year. To this date we have more than 2000 tips and still counting.
Featured local businesses have experienced increase number of visitors.
* Test conducted May 2015.
Explain why the method of promotion was most relevant to the product or service
In order for Ruter to achieve their goal (5 % growth in leisure travels) they needed to stop telling Oslo's citizens about Ruter's offer and start proving their relevance in new contexts. The launch and success of 4000stops.no would not only gain advantage of people's participation – it absolutely depended on a broad engagement amongst their audience.
We lit a spark to a broadening of Ruter's relevance by launching a service that only would be as good as the public made it to be. At the same time as we were promoting 4000stops.no and succeeded in activating our audience to share and use tips, we proved Ruter's relevance in people's spare time. Our main goal was in other words achieved as a result of our success in promoting a new service from Ruter, subsequently leading to people sharing thousands of tips and reasons to travel on their spare time.