Aller Media AS
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RuterBillett to the final of Aller Best 2017
Ruter wanted to communicate the benefits of the RuterBillett app. Native articles on the front of dagbladet.no were the first step in a successful campaign.
The RuterBillett app has been under continuous development since its launch in 2012. Customers are aware that it is faster and cheaper to buy a ticket with a mobile phone than to buy a travel card, but there are also other benefits that Ruter wants to communicate. In close collaboration with IUM and Aller, Ruter created the campaign that has earned Ruter a place in the final of Aller Best 2017.
Read more about Aller Best 2017
Want to reach more people
Today, the app share is higher in Oslo than in Akershus, and Ruter wants even more app customers in the neighboring county. Following increased tolls in Oslo and Akershus, many travelers are now considering parking their cars and using public transport. The aim of the campaign was to raise awareness among new customers and travel card customers of the benefits of buying a ticket on a mobile phone.
Not done in Aller before
Ruter wanted to continue the previous success with native articles and provide even more good reader experiences about Ruter's services. What was new about this campaign was that, in addition to native as a solution/format, they used data modeling to reach even more readers with a similar profile to those who read the native article.
Read the native article on dagbladet.no here
The native article was run five days in a row, Sunday to Thursday, and was published in the morning each day, to be relevant to commuters. Elizabet Gilleberg, KAM and agency manager at Ruter, noticed that customers also published the story on their Facebook pages.
The display part of Ruter's campaign had the task of getting readers to download the RuterBillett app, and Ruter used the profile from the native article as the target group in the campaign (also called "Extended Audience") in addition to using geo-segmentation on Oslo/Akershus.
- "By using modeling technology from our partner Enreach, we were able to define a profile of the readers of the native article. We saw that the readers were both men and women, but we also saw that they were overrepresented in the age range 35-44, were highly educated and working, and had an interest in travel as a topic," says Gilleberg.
Created fast traffic
Annika Mørch Asté, Head of Market Communication at Ruter AS, could see from the response that the article was well read in the morning hours.
Annika Mørch Asté, responsible for marketing communication in Ruter AS, could see from the response in relation to downloading the app that the article was well read in the morning hours, largely thanks to good and catchy angling on the front of Dagbladet.no. The article delivered very well on being knowledge-building about the opportunities that lie in the app for users, and based on the qualitative measurement parameters Aller uses for native articles, it scored very well, including on active reading time.
- The readers of the native article matched well with the target group defined in advance, and through the use of "Extended Audience" in the display campaign, we achieved a higher relevance of the views and increased coverage in the target group," concludes Mørch Asté.
See the case film here:
