| Title | HAPPY COMMUTER |
| Brand | RAMBOLL |
| Product/Service | RAMBOLL IS A LEADING ENGINEERING, ARCHITECTURE AND CONSULTANCY COMPANY. |
| Category |
A05. Consumer Services / Business to Business |
|
Entrant
|
GARBERGS Stockholm, SWEDEN
|
|
Idea Creation
|
GARBERGS Stockholm, SWEDEN
|
|
PR
|
GARBERGS Stockholm, SWEDEN
|
|
Production
|
GARBERGS Stockholm, SWEDEN
|
|
Production 2
|
DVA STUDIO Ingarö, SWEDEN
|
|
Post Production
|
DVA Stockholm, SWEDEN
|
Credits
| Fredrik Sundqvist |
Garbergs |
Copywriter |
| Joakim Landin |
Garbergs |
Account Director/Planner |
| Malin Boustedt |
Garbergs |
Account Manager |
| Lowe Steiner |
Garbergs |
Designer |
| Maja Nylund |
Garbergs |
Designer |
| Mattias Alfborger |
Garbergs |
Art Director |
| Ine Bryhn |
Garbergs |
Art Director |
| Johan Ansterus |
DVA Studio |
Producer |
| Anna Adamsson |
DVA Studio |
Executive Producer |
| Marcus Wård |
DVA Studio |
Creative Technologist |
| Gabriel Shock |
DVA Studio |
Photographer |
| Linus Almqvist |
Ramboll |
Director of Communications |
| Karin Nedersjö |
Ramboll |
Brand Marketing Manager |
| Mario Frost |
Ramboll |
Web Manager |
| Boel Bengtsson |
Ramboll |
PR Co-ordinator |
Objectives
Ramboll is an engineering, architecture and consultancy company. They are active on a market that is highly competitive. The key to get invited to the big procurements and winning the big assignments is to have a strong brand and to be able to consistently attract the right skills and talents – the foremost engineers on the market.
The challenge for Ramboll was that their brand awareness in Sweden was low and unclear. In order to attract clients and talents, they would have to strengthen their brand and become more visible among both prospective clients and engineering talents. They also had to start showing that they had the will and competence to address the challenges of today and the future. Especially challenges within the area of environment and sustainability.
Summary of the work
Air pollution in the form of microscopic particles and volatile gases can't be seen with the naked eye, and what you can't see, you can't avoid. To strengthen Ramboll's brand in the eyes of clients, procurers and aspiring engineers, we decided to show the goodness and greatness that can come out of engineering. We decided to develop a mobile tool that addresses one of the great issues of our time - the air we breathe.
Happy Commuter is a technological innovation that brings together air quality data, meteorological data, satellite data and traffic data in real time. The tool then translates these data points into an air quality index that can be applied hyperlocally along any routes in Google Maps. This means anyone can now find out which bike path or walking path that has the cleanest air at this very moment – allowing people to choose what they breathe.
The innovative service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to morning shows on TV to talk about air quality and sustainability – both national media and industry media paid attention to the initiative.
Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year. This is a record increase equivalent to more than 4% of the entire Swedish population. The increase in brand awareness had a strong impact on engineers. Job applications for advertised positions at Ramboll increased by as much as 126% and spontaneous job applications increased by as much as 532%. Brand awareness for Ramboll increased from 38% to 42% from one year to the other which corresponds to an increase of 430,000 people. Nearly half a million more people know about Ramboll today. The perceived visibility within the target group engineers increased by 56% compared to the previous year.
Case study:
https://happycommuter.webflow.io
Engagement & Awareness
The mobile service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to morning shows on TV to talk about air quality and sustainability – both national media and industry media paid attention to the initiative.
At the same time as brand awareness soared, the view of Ramboll improved in all evaluated areas:
Functional features and benefits:
- Expertise and competence increased from 33% to 46%
- Advisory ranking increased from 18% to 29%
Reputation and reliability:
- Reputation increased from 22% to 29%
Ramboll's sales grew by 11.1% in 2019 and profitability increased by 31%. Ramboll
climbed seven placements, from place 20 to place 13, on the annual "Universum" ranking of greatest places to work. "Universum" is the most recognised Employer Branding specialist in the world.
Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year. This is a record increase equivalent to more than 4% of the entire Swedish population. The increase in brand awareness had a strong impact on engineers. Job applications for advertised positions at Ramboll increased by as much as 126% and spontaneous job applications increased by as much as 532%.
The quality of the publicity was extremely strong for an organisation in city planning and consulting. The major morning show TV4 Nyhetsmorgon instantly invited Ramboll for a longer interview including a demo of the new tool/service. Major national news media such as SvD, Expressen and Dagens Industri paid attention to the initiative and linked to the service. In addition, there were over 80 media in the form of local newspapers, industry magazines and radio stations that chose to write and tell about Happy Commuter.
Social Behaviour & Insight
During the campaign Ramboll's division Environment & Health received 451 high quality leads during three months from organisations or business units that had en interest in environment and air pollution issues. This is to be compared to the normal of 40 to 50 per year.
The increase in brand awareness also had a strong impact on engineers. Job applications for advertised positions at Ramboll increased by as much as 126% and spontaneous job applications increased by as much as 532%.
Brand Affinity & Sentiment
The mobile service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to morning shows on TV to talk about air quality and sustainability – both national media and industry media paid attention to the initiative.
The quality of the publicity was extremely strong for an organisation in city planning and consulting. The major morning show TV4 Nyhetsmorgon instantly invited Ramboll for a longer interview including a demo of the new tool/service. Major national news media such as SvD, Expressen and Dagens Industri paid attention to the initiative and linked to the service. In addition, there were over 80 media in the form of local newspapers, industry magazines and radio stations that chose to write and tell about Happy Commuter.
Sales Success
Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year. This is a record increase equivalent to more than 4% of the entire Swedish population. The increase in brand awareness had a strong impact on engineers. Job applications for advertised positions at Ramboll increased by as much as 126% and spontaneous job applications increased by as much as 532%.
During the campaign Ramboll's division Environment & Health received 451 high quality leads during three months from organisations or business units that had en interest in environment and air pollution issues. This is to be compared to the normal of 40 to 50 per year.
Concrete business leads increased with 902% for the division Environment & Health.
Ramboll's sales grew by 11.1% in 2019 and profitability increased by 31%. Ramboll climbed seven placements, from place 20 to place 13, on the Universum's annual ranking of greatest places to work.
Conclusion
Instead of telling clients and engineers what they should think of Ramboll, we inspired the target groups with an innovation that showed how engineering through creative use of data could make a real difference in today's society.
Through data interpretation and use of data we could create an innovative service for mobile that sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to the morning shows on TV to talk about air quality and sustainability.
The newfound brand awareness came with incredible results, the view of Ramboll's expertise and competence increased from 33% to 46%. The link between Ramboll and sustainability increased from 23% to 43%. Number of spontaneous job applications increased by as much as 532% and concrete business leads increased with 902%.
Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year. This is a record increase equivalent to more than 4% of the entire Swedish population.
Discounting Factors
During the campaign period Happy Commuter was the only campaign or communications initiative that were live or being promoted.