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.

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 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.

1: Sunday Rides was the talk of the town! 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.

2: Avis was fully booked for Sunday Rides every Sunday and they also increased their private rentals with 100%.

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.

Loneliness was one of the top trending topics in Norway and Health Minister Bent Høie, declared loneliness the biggest health problem in the country. With Sunday Rides Avis took place in the discussion not only by highlighting it, but providing a solution for it.

By creating a shareable concept and using ambassadors to speak its cause, we managed to create a idea that was a service rather than a campaign - making a difference for both the community as well as individuals.

In the end, we had a story that had enough heart and backbone to make head lines.

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.

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.

Everyone who signed up as drivers, didn't only became participants, but ambassadors aka "Sunday Drivers" for the service - They became everyday heroes in the community and 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 even the Norweigan Health Minister, Bent Høie, declared that loneliness couldn't be solved by politic initiatives alone. It was a national problem which everyone of us could relate to, but how could everyone of us make a difference?