Situation
During this year’s summer campaign «Let the Children Decide», the Airport Express Train (AET) wanted to go through with an activity aimed at their youngest target group.
Objective
The objective was to show that everyone, including children, are welcome on the AET. Earlier the AET has shown its support for Europride and welcomed passengers home for Christmas, this time it was the children’s turn. In addition, we wanted to include the AET employees because an important focus area for AET is internal pride.
Strategy
The strategy was simple; let the children take over the onboard magazine. We decided to make a summer edition of the onboard magazine for children made by children. In addition, the children behind the magazine were to be the AET employees’ family members, to further increase the internal engagement.
Implementation
In total, we got seven of the AET employee’s children to help us create the magazine. The children all wrote their own articles with tips and tricks on how to have fun in Oslo, and which places they recommended for other children.
McCann was responsible for the graphic production while PR-operatørene lead the project recruited the children and was responsible for the content. When the magazine launched, we also created press releases on the young journalists.
Result
The internal engagement was a very important objective. The children’s onboard magazine created huge engagement by employees and their children, during both the recruitment process and when the magazine launched. We also had great response on the press releases and many of the child journalists could find real newspaper articles about themselves in the local paper.
Finally yet importantly, the AET received great response from the youngest passengers that saying they were very pleased with finally having their own onboard magazine. The AET even had to order a second volume.
Team
Awards
European Excellence Awards 2015
Finalist in the category "External Publication"
