40% of the entire population of the greater Oslo area saw and identified the campaign as a Ruter campaign. The campaign was extremely well received and 47% og the recipiants reply that they: "like the campaign very much" or "like the campaign extremely well"

• Brand perception: An increase in positive brand perception of 18%, from an already high level.

Nearly 4.000 gifts were completed, resulting in an average of 20 people meeting up every single day throughout 2024.

Even though as Ruter we are Oslos public transit system, we decided to join the Christmas gift industry to give people an alternative to expensive material gifts.

And the gift had to come from the core of our mission: people getting together.

To make this happen we made a digital and physical store where people could do just that, completely free of charge. Just type in who you want to give a gift, what you guys love doing together, pick some dates and send it off.

Christmas Eve is the time for opening gifts in Norway, and as the clock struck 17:00 the receiver could finally open their gift, read what the gift was, and pick a date to finalise the date.

Following the selection of dates, both giver, and receiver would get calendar invites and SMS-reminders to make sure they did not forget.

Our target audience was the population of greater Oslo as they were hurrying around Oslo looking for those precious gifts. And we reached them though posters onboard our busses, trains, trams and subways. In addition we had OOH, DOOH in relation to our platforms and terminals.

Approach:

Tell our audience that you are more precious than any material gift, and emphasise that they already have the gift their friends and family want.

The campaign launched at the end of November when people were stressing out about affording gifts. Our ads stated that you are better than any material gift, in various ways. In addition to sending people to our webshop where they could make and send gifts, we set up a physical shop. The shop was located in Oslos main street, right outside our Central Station, and the very entrance for everyone going shopping in Oslo. With media placements outdoors, online and on all our busses, trams, trains and subways, we really got the word out to our audience that the holidays are all about the friends and family, not expensive gifts.

This campaign only ran from the end of November till Christmas eve, because thats when people needed this service. And needed to hear that the gifts they might not afford, are not what counts.

• Consumer awareness

40% of the entire population of the greater Oslo area saw and identified the campaign as a Ruter campaign. The campaign was extremely well received and 47% og the recipiants reply that they: "like the campaign very much" or "like the campaign extremely well"

• Brand perception: An increase in positive brand perception of 18%, from an already high level.

• Change in behaviour

1 in 4 was inspired by the campaign to choose public transport over the alternatives more often.

6% of people who has seen the campaign reports to have chosen Ruter in stead of their car as a result of the campaign.

40.000 people reported to have completed one or more additional trips with Ruter as a result of the campaign.

Nearly 4.000 gifts were completed, resulting in an average of 20 people meeting up every single day throughout 2024.