Instead of building a campaign, we build a ongoing service in collaboration with the Norwegian Organisation for Volunteers. We called it Sunday Rides.

People could borrow a car for free on Sundays if they brought a lonely person with them for a ride. It could be a person you already knew, or you could get connected to an elderly person through the Norwegian Organisation for Volunteeers.

The organisation also vetted people who signed up to become drivers, making the service safe and credible.

The cars was the billboards for the service as well as being the product they used when going for a ride.

We coached the spokespersons for Avis and the Norwegian Organisation for Volunteers so that they felt that they could easily talk to the press and handle media.

The campaign was by an exclusive interview with the CEO of Harstad presenting the service and encouraging people to sign up as Sunday Drivers. This article got massive attention and actually got a "this article got virale" follow up article.

The following Sunday, the mayor for Harstad let the press join her while she took an senior citizen for a Sunday Ride, where she also challenged other mayors in the nearby cities to sign up.

Avis cars got strategic placements in media, playing a natural part of the story.

Sunday Rides was the talk of the town! Avis was fully booked for Sunday Rides every Sunday and they also increased their private rentals with 100%.

Other companies was so inspired by the service, that they offered deals to Sunday drivers such as free dinners and movie tickets.

Former assosiates re-intiated business talks with Avis due to creating this service.

All together it lead to an enormous internal pride in Avis Norway and they are now launching the service all across the country. Their next goal is to take it to an world wide level.

The product was our most important asset in the execution of the service - making cars moving billboards for the Sunday Rides service as well as letting people drive Avis premium cars when signing up to become a Sunday Driver.

Teaming up with the Norwegian Organisation for Volunteers, we handed out brochures at nursing homes and through personal assistance to the elderly - targeting a very narrow and difficult group to reach with our message.

It resulted in a 100 % increase in private rentals, made Avis the talk of the town and we had full cars every weekend.

Since we had no media budget, we relied heavily on the case being interesting enough for media. Being covered in media provided credibility for the service and we followed up by handing out brochures at nursery homes- making it easy and trustworthy to sign up for elderly.

To get off to a great start, local celebrities and mayors were recruited to go for a Sunday Ride on the first Sunday of the launch. This resulted in heavy press coverage from day one.

We cheered on the drivers as the heroes of the campaign and those who joined the service didn't only become participants, but ambassadors aka "Sunday Drivers" for the service. They were encouraged to share pictures from the ride, and they spread this in their own social media and to the press.

The brief was to get Avis top of mind in the region and build loyal customers.

During the winter season Avis Harstad/Narvik saw a drop in the market and had vacant cars every weekend.

At the same time, due to lack of daylight in the Northern Region, a lot of people experience "winter depression". Especially elderly isolate themselves and Norweigan Health Minister, Bent Høie, declared loneliness the biggest health problem in Norway.