Spare time is ME time. People want to spend their spare time by doing things that gives energy, on things that we want to do and not need to do. The problem is that we often lack the ideas of what we really want and end up by doing nothing. Sound familiar?

Ruter needed to be more relevant in people’s daily life. By inspiring to find new places and activities in the city, Ruter would offer more than just traditional public transport. To do so, we wanted to add the extra spice; people and their stories.

The idea was to invite people of Oslo to share their experiences nearby one of Ruter’s 4 000 stations, a site with a map of Oslo with all the stations implemented, where people could pin their tips, upload photos and write explanations.

With some unique content from our best ambassadors we launched the campaign with the largest local newspaper. We even got a few celebrities from Oslo to tell about their best memories nearby a Ruter station. In addition, we used tailor made OOH creatives, asking what to do at exactly that station.

When we reached 1,000 shared tips, we started to share them back using posters inside buses, trams and metros, giving us great access to those already commuting. We also shared the best tips through local newspapers, making the contributor a local hero. We topped it off by exhibiting some of the shared tips on a dedicated Oslo exhibition.

We took it even further when we created a web-tv series starring two circulating reporters testing tips by travelling around Oslo, commuting with Ruter of course.

The campaign received massive PR, calculated to an exposure value of more than 1 million USD.

More than half a million people in the Oslo region saw at least one of the web-tv episodes, which gives a coverage of 50% of the population.

35% of the post test respondents said that the campaign had contributed to a positive perception of Ruter.

But most importantly:20 % said that the campaign made them travel to a new place with Ruter. That is a growth of 150,000 new travels, generating 1.5 million USD in ticket sales!