Eurobest

Happy Commuter

GARBERGS, Stockholm / RAMBOLL / 2021

Case Film
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Case Film

Overview

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Credits

Overview

Background

Ramboll is an engineering, architecture and consultancy company. They are active on a market that is highly competitive. The key to get invited to the big procurements and winning the big assignments is to have a strong brand and to be able to consistently attract the right skills and talents – the foremost engineers on the market. The challenge for Ramboll was that their brand awareness in Sweden was low and unclear. In order to attract clients and talents, they would have to strengthen their brand and become more visible among both prospective clients and engineering talents. They also had to start showing that they had the will and competence to address the challenges of today and the future. Especially challenges within the area of environment and sustainability.

Idea

Air pollution in the form of microscopic particles and volatile gases can't be seen with the naked eye, and what you can't see, you can't avoid. To strengthen Ramboll's brand in the eyes of clients, procurers and aspiring engineers, we decided to show the goodness and greatness that can come out of engineering. We decided to develop a mobile tool that addresses one of the great issues of our time - the air we breathe.

Happy Commuter is a technological innovation that brings together air quality data, meteorological data, satellite data and traffic data in real time. The tool then translates these data points into an air quality index that can be applied hyperlocally along any routes in Google Maps. This means anyone can now find out which bike path or walking path that has the cleanest air at this very moment – allowing people to choose what they breathe.

Strategy

Instead of telling potential clients and engineers what they should think of Ramboll, we inspired the target groups with a PR-driven initiative that showed how engineering through creative use of mobile and data could make a real difference in today's society. The service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to the morning shows on TV to talk about air quality and sustainability. Happy Commuter increased Ramboll's brand awareness with 430,000 people in one year.

The primary objective was to strengthen Ramboll's brand in the following target groups:

1) Client / procurer

2) Engineers who worked 3-5 years

3) Engineers who have recently graduated from the established universities

4) Engineering students

Description

Air pollution in the form of microscopic particles and volatile gases can't be seen with the naked eye, and what you can't see, you can't avoid. To strengthen Ramboll's brand in the eyes of clients, procurers and aspiring engineers, we decided to show the goodness and greatness that can come out of engineering. We decided to develop a mobile tool that addresses one of the great issues of our time - the air we breathe.

Happy Commuter is a technological innovation that brings together air quality data, meteorological data, satellite data and traffic data in real time. The tool then translates these data points into an air quality index that can be applied hyperlocally along any routes in Google Maps. This means anyone can now find out which bike path or walking path that has the cleanest air at this very moment – allowing people to choose what they breathe.

The innovative service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to morning shows on TV to talk about air quality and sustainability – both national media and industry media paid attention to the initiative.

Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year. This is a record increase equivalent to more than 4% of the entire Swedish population. The increase in brand awareness had a strong impact on engineers. Job applications for advertised positions at Ramboll increased by as much as 126% and spontaneous job applications increased by as much as 532%. Brand awareness for Ramboll increased from 38% to 42% from one year to the other which corresponds to an increase of 430,000 people. Nearly half a million more people know about Ramboll today. The perceived visibility within the target group engineers increased by 56% compared to the previous year.

Case study:

https://happycommuter.webflow.io

Execution

To reach these different audiences that were spread out all over the country, we decided to put all focus on reaching awareness for Ramboll's competence. We decided to inspire people with an innovation thad addresses one of the great issues of our time – the air we breathe.

We began the campaign by reaching out to the big national papers and the big national morning shows. Then we focused on the industry media.

The quality of the publicity was extremely strong for an organisation in city planning and consulting. The major morning show TV4 Nyhetsmorgon instantly invited Ramboll and did a longer interview including a demo of the new service. Major national news media such as SvD, Expressen and Dagens Industri paid attention to the initiative and linked to the service. In addition, over 80 local newspapers, industry magazines and radio stations chose to cover Happy Commuter.

Outcome

The innovative service sparked a vital debate about air quality in Swedish cities. From being a relatively unknown company with an unclear image, Ramboll was invited to morning shows on TV to talk about air quality and sustainability – both national media and industry media paid attention to the initiative.

Happy Commuter increased Ramboll's brand awareness with 430,000 people in just one year – confirmed by Kantar Sifo. This is an increase equivalent to more than 4% of the entire Swedish population. The increase in brand awareness had a strong impact on engineers. Job applications for advertised positions increased by as much as 126% and spontaneous job applications increased by as much as 532%. Brand awareness for Ramboll increased from 38% to 42% in just one year which, corresponds to an increase of 430,000 people. Nearly half a million more people know about Ramboll today. The perceived visibility within the target group engineers increased by 56% compared to the previous year.

At the same time as brand awareness soared, the view of Ramboll improved in all evaluated areas:

Functional features and benefits:

- Expertise and competence increased from 33% to 46%

- Advisory ranking increased from 18% to 29%

Reputation and reliability:

- Reputation increased from 22% to 29%

During the campaign Ramboll's division Environment & Health received 451 high quality leads in three months. This is to be compared to the normal of 40 to 50 per year. Concrete business leads increased with 902%.

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GARBERGS, Stockholm

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2020, RAMBOLL

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