THE TRUCK DRIVER'S MOTHER

ClientTHE NORWEGIAN LABOUR INSPECTION AUTHORITY WITH SOCIAL PARTNERS WITHIN THE TRANSP
Category A08. Public Sector
TitleTHE TRUCK DRIVER'S MOTHER
Product/ServiceROAD SAFETY AND COUNTRY-SPECIFIC RULES AND REGULATIONS
Entrant GEELMUYDEN KIESE Oslo, NORWAY
Idea Creation GEELMUYDEN KIESE Oslo, NORWAY
Media Placement GEELMUYDEN KIESE Oslo, NORWAY
PR GEELMUYDEN KIESE Oslo, NORWAY
Production BACON OSLO Oslo, NORWAY
Credits
Name Company Position
Trygve A. Tønnessen Geelmuyden Kiese Senior Creative
Morten Borgestad Geelmuyden Kiese Creative
Sarah Willoch Geelmuyden Kiese Creative
Celine Gran Geelmuyden Kiese Project Manager
Geir Ove Harnes Geelmuyden Kiese Client Director
Bjørn Kalberg Salte Geelmuyden Kiese Designer
Hanne Årsnes Geelmuyden Kiese Designer
Viktor Myhre Sakshaug Geelmuyden Kiese Designer
Paal Nygård Geelmuyden Kiese Community Manager
Tarik Saleh Bacon OSL Director
Magne Lyngner Bacon OSL Producer
Ola Narum Berg Bacon OSL Producer
Daniel Voldheim Bacon OSL Director Of Photography

The Campaign

In «The Truck Driver's Mother» we got a real Polish truck driver Lukasz Gorzynik and his mother, Anna Gorzynik - nurse and single mother of 5, to go on an actual, yet very special driving assignment in Norway. Anna, who loves her only son very much, has been instructed by Norwegian authorities on the specific rules and regulations that apply when you drive goods in Norway. It is a story of how motherly love is the best way to teach Lukasz, and all other foreign drivers, about the importance of these rules and regulations. We follow Anna and Lukasz through the Norwegian landscape, on roads and conditions than can be both difficult and deceiving. Through their journey we not only learn about the rules, but through Anna we also understand that they exist to benefit the drivers and keep them safe far away from home.

Execution

«The Truck Driver’s Mother» was launched early November 2016 with an event in one of Oslo's largest cinemas. Here we had invited both Polish and Norwegian media, and also had the attendance of the Norwegian minister of Labour and Social Affairs as well as both Lukasz and his mother. Here the media got the chance to see the film for the first time, and also get first-hand information from the authorities (the client) on why we were doing this and the importance of reaching out to these drivers. The campaign site and the film were simultaniously launched online and through Facebook. This to ensure that the film went viral and would reach our audience at the same time as they read news about it. After focusing on Poland and Norway within the first days, we shifted focus to the other markets and relevant media in the days to come.

Within few weeks after launch the film had been seen and generated media attention, all over Europe. «The Truck Driver’s Mother» featured on the largest news TV-channel in both Norway and Poland. The total of media clippings estimated an online readership of 32 million during a four week-campaign period, and the film was seen by more than 5,1 million, with ten thousands of shares and comments. We visited the border-crossings where all trucks enter into Norway, talked to drivers and got confirmed that the film had reached them and that the message appealed to them. The campaign site had visitors from over 90 different nationalties, with the top five visiting markets being the ones most vital to us. In the end, it is safe to say that Anna, «The Truck Driver’s Mother», have helped us teach thousands of foreign drivers the importance of regulations and driving conditions in Norway.

The Situation

«The Truck Driver’s Mother» is the story of how Anna Gorzynik, the mother of a Polish truck driver, helped Norwegian authorities reach out through media all over Europe with the message of specific regulations when driving goods in Norway. «The Truck Driver’s Mother» reached foreign truck drivers, a group known to be impossible to reach, through PR and social media. A whole new approach to communicate with this audience, and in a way that showed that not only do we have important information for them - we care for them and want them to be safe driving along our roads.

The Strategy

Our aim was to reach out to a group of people working far away from home, that hardly interact with anyone outside their community. When in, or on the way to, Norway - they still read local news online, visit the same websites and social media as they are used to. Facebook being particularly important since this is their primary platform to stay in touch with family and friends back home. So our PR and SoMe strategy focused on reaching out in the countries with the largest numbers of drivers coming to Norway. In addition to Poland, these were Romania, Lithuania, Bulgaria, Hungary and Germany. Since these markets were so important to us, we subtitled the film in these languages to make it as easy and accessible as possible for them. The campaign site, where all the rules and regulations were stated in short, was also available in these languages.