Vestfold Public Transport / Film
Vestfold Public Transport gives a creative nod to True Crime fever
During covid, society was encouraged to limit the use of public transport as part of infection control measures. This had a significant impact on Vestfold Public Transport, and after the pandemic they experienced a decline in the number of travelers. They wanted to do something about this.
Our customers
Vestfold Public Transport (VKT), the public transport and mobility section of Vestfold and Telemark County Council, is responsible for local public transport in Vestfold. VKT’s goal is to offer efficient and reliable transport solutions to the local population and school pupils in Vestfold.
The challenge
VKT therefore needed a campaign that could creatively remind people about the public transport service, while welcoming back both new and former passengers.
Idea phases
Our goal was to create a film that would grab attention and avoid looking like an ordinary public transport commercial. With a focus on passengers no longer using the buses, as well as the growing popularity of Netflix’s ‘True Crime’ documentaries, the idea of passengers disappearing was quickly considered as a suitable approach.
The solution
The solution involved building on the idea of “the missing passengers”, where the bus driver misses his passengers so much that it becomes a mystery. This concept was presented through a “mockumentary” in typical Netflix style, where actress Solveig Laland Mohn portrayed a conscientious and somewhat lonely bus driver longing for his passengers. The film played on clichés familiar from Netflix documentaries, both in narrative technique and the execution of interview sequences. The film was created in collaboration with Sagveien Resort and the director and screenwriter Jesper Eriksen Sundnes, known from successes such as “Sigurd Fåkke Pult”, “Fanthomas” and “Kielergata”. Wera was responsible for the concept, photography, lighting, sound and editing, and together we created an engaging story that would capture the attention of the audience.
Tools and advertising
The main element of the campaign was a 3-minute long main film, which was then cut down to different lengths and formats to suit different platforms. The film was shown at all cinemas in Vestfold and was distributed through channels such as Amedia, Facebook, Instagram, Snapchat and Youtube. As a supplement to the film, a radio spot was also produced with actor Bjørn Myrene, known from productions such as “Vikingane”, “Innebandykrigerne” and “Familien Lykke”.
Main movie
Short version
Advertisements in social media
Radio spot
The result
The campaign experienced good results and hit the target group well. In Amedia’s channels, the campaigns had a very good CTR of 0.89% and 6,083 clicks, with 95,328 unique people seeing the ads. CTR on top scroll in isolation is 1.72%. The campaign received a total of 685,730 impressions in Amedia in Vestfold and Telemark, as well as Viken. The campaign was also run in Meta, Snapchat, Google and on Youtube. In these channels, the campaign received a total of 723,021 impressions and 8,000 clicks. The campaign experienced a very good response in Meta, with a CTR of 5.32%.