| Title | DO IT FOR DENMARK |
| Brand | SPIES TRAVELS |
| Product/Service | TRAVELS AND HOLIDAY |
| Category |
B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS |
|
Entrant Company
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
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Advertising Agency
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
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PR Agency
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RADIUS KOMMUNKATION Copenhagen, DENMARK
|
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Production Company
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GOBSMACK PRODUCTIONS Copenhagen, DENMARK
|
Credits
| Søren Christensen |
Robert/Boisen/Like/Minded |
Strategist |
| Heinrich Vejlgaard |
Robert/Boisen/Like/Minded |
Creative Director |
| James Godfrey |
Robert/Boisen/Like/Minded |
Senior Copy Writer |
| Michael Robert |
Robert/Boisen/Like/Minded |
Executive Creative Director |
| Mette Ingemann |
Robert/Boisen/Like/Minded |
Account Director |
| Michael Bugaj |
Robert/Boisen/Like/Minded |
Director Of Creative Technology |
| Morten Grundsøe |
Robert/Boisen/Like/Minded |
Designer |
| Niels Nørløv |
Gobsmack Productions |
Director |
| Niels Thastum |
Gobsmack Productions |
Dop |
| Theis Schmidt |
Gobsmack Productions |
Editor |
| Cille Silverwood/Cope |
Gobsmack Productions |
Line Producer |
| Christina Erritzøe |
Gobsmack Productions |
Executive Producer |
| Magnus Sveinn Jonsonn |
Gobsmack Productions |
Vfx |
| Jason Luke |
P47 Sound |
Sound |
|
Upright Music |
Music |
Creative Execution
The overall execution was divided into three phases. 1) Preparation: Here the focus was on planning, developing the message platform, preparation of press materials, completion of national survey with +1,000 respondents and the development of media collateral. 2) Execution: This phase focused on the tactical and operational PR towards all relevant media types including pitching of stories, journalist liaison press office, and media monitoring – all in order to secure a targeted PR campaign that creates as much coverage and buzz as possible. 3) Evaluation: This marks the end of the PR effort. A full coverage and media was developed and the follow-up efforts / actions were discussed.
Output + 60 media clippings in Denmark alone. Estimated add value - DKK 3.1 million. Total reach in Denmark – 13.3 million ROI compared to budget – 1,490 %. Extensive international coverage in BBC, NBC, Fox News, Forbes, The Guardian, Dailymail , Reddit etc.
Knowledge/consideration: Clippings in all national quality dailies.
Message pull through: 75 % of all media clippings focused on city breaks and romance. TV coverage in national broadcast. Massive engagement on social media [Tweets, likes etc.]. Business impact: Spies Travels targeted a 5% rise in sales to city destinations. Sales rose 107% compared to the same time last year.
Spies Travel wanted to promote a campaign selling city holidays in leading media outlets in Denmark. In short, making Spies’ offerings within city holidays relevant across all media types. We piggybacked a topical issue of the country’s 27-year-low birthrate, and used survey based PR to discover the insight that Danes have 46% more sex on city holidays. The aim was to position the Do-it-for Denmark campaign and Spies as a knowledge provider and industry thought leader in all relevant media types. Our logic was that city holidays lead to more romance, romance leads to more sex and more sex leads to more children. Therefore Spies Travel could play an active role in solving Denmark’s problem. We created a competition with unique entry requirements. Participants needed to take a city holiday, prove they conceived a child on it and have the baby for a chance to win baby related prizes.