Title	TRAINSPIRATIONS
Brand	NSB - NORWEGIAN RAILROAD
Product/Service	REGIONAL RAILWAY LINES
Category	A01. Use of Promotional Events & Stunts
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY
Media Agency	CARAT Oslo, NORWAY

Name	Company	Position
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
Andreas Braaten	Anti Media	Producer
Andreas Helland Johannessen	Anti Media	Director
Trine Rygh-Johansen	Inspiration	Producer
Kjetil Røst Nilsen	Verdens Sterkeste Mann	Producer
Peder Jørgensen	Verdens Sterkeste Mann	Sound Engineer
Kjetil Schjander Luhr	Verdens Sterkeste Mann	Sound Engineer

The Brief

NSB wanted Norwegians to consider the train instead of their cars when travelling. This goes well with the insight that most adult Norwegians feel that their lives are super busy and stressful. To remind people of that the train is one of the few places where you can spend hours doing whatever you want we arranged trips. Inspiring: Reading, knitting, learning a skill, become a little wiser or just relax and pamper yourself. But the actual trips themselves were not the goal. The goal was to the stories. Communication about the trips - making people want to travel by train.

Campaign Success

Each Trainspiration trip began as an ad in one of Norways biggest and most important newspapers. The ads ran to weeks before the trips. On the day and night before each trip a team moved in and rebuild the carriages both inside and outside. And a team was set up to welcome the passengers. A film crew filmed all the trips and asap after the trip the content was out in NSBs Facebook page (paid+organic), and in the Entertainment app. The trips were not supposed to be a meet-a-celebrity-event. But to make sure we had an add on for even more of the press attention we had a celebrity present on each trip, but he/she was a surprise for the passengers on board. This also made each trip even more interesting for NSB Entertainment app-users.

Describe the success of the promotion with both client and consumer including some quantifiable results

For the first time in more than 10 years the number of travellers on the Bergen-railway is increasing, by 10% this summer. The Trainpiration trips are the only new thing thats been done compared to previous years when it comes to advertising and NSB can see no other reason for the increase than these trips. The media coverage, downloads in the app and attention in social media makes the pay-back to NSB more than 600% than what the campaign cost and NSBs reputation just reached an all time high, even though the delays and the problems with reconstruction are the same as always. 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.

Explain why the method of promotion was most relevant to the product or service

Each Trainspiration trip began with an ad in one of Norways biggest and most important news papers - and ended with lots of content in the NSB Entertainment app. But none of these things would have been possible had it not been for the 5 train trips/journeys themselves: Especially designed trips, with carriages designed and foiled on the outside and rebuild on the inside. Inviting passengers onboard to a unique experience and making sure that all that were not on the trip heard about it and could take part in the experience through SoMe, the Entertainment app and pr.