In this campaign we found a unique way of reaching our target audience, sneaking our way into their living room on a Friday night.

We wanted to remind the people living in Oslo that they all have a bus stop near by. So we traveled to those bus stops, with the target audience’s pizza order.

We teamed up with different pizza restaurants in Oslo, and people ordering pizza those nights were offered to get it delivered by public transportation. Our target audience was approached off guard when ordering pizza, and the pizza itself became the advertising. Everyone got a flyer with the pizza explaining how we got there by public transportation and what their closest bus stop was, with the message “If the pizza guy can - so can you.”

We teamed up with pizza restaurants all over Oslo, and offered people to get their pizza orders delivered by public transportation. The usual delivery guarantee still applied.

On average, each pizza arrived more than 11 minutes before the deadline.

When the pizzas reached their destinations the customers got a flyer explaining our route to their place. Everyone else could follow the project online. Outdoor elements and web banners told everyone about what we were doing with the message “If the pizza guy can - so can you.”

Each new trip to a random address proved that you can travel smoothly anywhere in Oslo by public transportation.

To Ruter, this was a whole new way to communicate with their target audience. They showed a fresh, playful side of themselves that people really liked and 10% was more positive to travel with Ruter after the campaign. Single trip tickets – the kind of tickets people buy the first time they test Ruter’s offer – increased with 9% after the campaign, compared to previous year.