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

So here's how it works:

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 would also vet people who signed up to become drivers, making the service safe and credible.

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.

We launched the campaign 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 went 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.

We used social media and PR to spread stories from the people taking elderly for drives as well as encouraging people to sign up.

The service will soon upscale to a national level.

Sunday Rides was the talk of the town! Avis was fully booked for Sunday Rides every Sunday and 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 campaign relied on people signing up as drivers for lonely people for it to be an success. Also, we needed people to spread the word about the concept since we had no media budget.

From day one we had massive sign-ups and Avis had fully booked cars for Sunday Rides every weekend. Mayors signed up and challenged mayors in other cities to do the same.

Other companies in the region got so inspired, that they started offering free deals to people who signed up - so that take could take also support the Sunday Rides.

Since we had no media budget, we relied heavily on the case being interesting enough for media. Being covered in media would provide credibility for the service and make it trustworthy to sign up for elderly.

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

Those who joined the service didn't only become participants, but ambassadors aka "Sunday Drivers" for the service. They posted pictures from their drives, which we again reposted on our social media sites.

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.