Instead of building a campaign, we build a ongoing service in collaboration with the Norwegian Organisation for Volunteers. We called it Sunday Rides.

So here's how it works:

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 would also vet 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.

The campaign was 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.

Avis cars got strategic placements in media, playing a natural part of the story.

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.