Many of the freeloaders believe the public transport service isn’t god enough. Ironically, all the revenue from fares goes directly to improving the service. So, the more rides people pay for, the 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.

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 the running to get their route realized, and a young man called Anders was chosen as the most deserving winner.

As a result, «Anders’ 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 «Anders’ route» to any of Anders’ 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.

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