Title	ANDER`S ROUTE
Brand	RUTER
Product/Service	PUBLIC TRANSPORTATION
Category	A05. Travel, Transport & Leisure
Entrant	McCANN OSLO, NORWAY
Idea Creation	McCANN OSLO, NORWAY
Media Placement	IUM Oslo, NORWAY
Production	McCANN OSLO, NORWAY
Production 2	TANGRYSTAN Oslo, NORWAY

Name	Company	Position
Ingrid Lea	McCann Nordic	Art Director
Thale Høy-Pettersen	McCann Nordic	Art Director
Torny Hesle	McCann Nordic	Art Director
Bjørn Erling Solberg	McCann Nordic	Account Executive
Mette Løland	McCann Nordic	Account Manager
Marte Nereng Langfjæran	McCann Nordic	Graphic Designer
Vilde Odmundsen	McCann Nordic	Graphic Designer
Anne Hildremyr	McCann Nordic	AD-Assistant
Andreas Grødtlien	Tangrystan	Director
Ida Thurmann-Moe	Tangrystan	Producer
Gry Sætre	Tangrystan	Producer
Lottie Smith	Tangrystan	Production Manager
Postmenn	Postmenn	Postproduction
Making Waves	Making Waves	Web Production
Annika Aste Mørch	Ruter	Marketing Consultant
Vibeke Skar	Ruter	Leader Brand

The Campaign

Many of the freeloaders believe the public transportation service isn`t good enough. Ironically, all the revenue from fares go directly to improving the service. So, the more rides people pay for, the better it will get. For instance, more customized routes. Our idea to communicate this in a fun and engaging way, was to let one loyal, paying customer develop a whole new - extremely customized - public transport route in Oslo.

Campaign Success

Through posters on board and social media we invited people to develop the route of their dreams on our campaign site. Everyone who did were in running to get their route realised, and a young man called Anders was chosen the most deserving winner. As a result <<Ander`s route>> was implemented as a new bus route in Oslo for a week. Like any other bus route, it showed up in Ruter`s travel-app and anyone could take <<Ander`s route>> to any of Ander`s custom stops along the way. Throughout the week of the event, we followed Anders with a small film crew to tell his story, and get our message across. The film was shown on social media and in Oslo cinemas.

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

The campaign has had outstandig results: The number of public transport riders that freeload once or more in a year has never before been decreased as a result of communication, but with this campaign we managed to decrease it by an unbelievable 24%. And this with an increase in liking within the target audience with a massive 41% (compared to last campaign).

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

This campaign is built on a new strategy that approaches the target audience from a positive angle, letting them interact with the brand and product in a whole new way. This led to extremely satisfying results, never before achieved on this issue. Consumer participation is in the heart of the campaign, letting consumers engage in the product by making thair own dream routes, bringing Ruter to life as well as getting our message about why they should always pay for their fares across.

It has been shown that this target audience don`t respond to the harsh finger pointing formerly used. Therefore, part of the strategy this time, was to go for a positive approach. And the most natural place to reach them about this topic, was of course on board of the public transport itself. This is where we invited them to join the contest to win their own customized route, and through this, we had already gotten our message out there. Not to mention the event itself, where we used Ruter`s product as a media channel. The bus with the sign <<Ander`s route>> ran through Oslo for a week. This, together with Ander`s custom made bus stops around the city, being present in Ruter`s travel-app and using social media (where a lot of people follow Ruter for important messages, not only because they like the brand and PR made the media).