Winners & Shortlists

DO IT FOR DENMARK

TitleDO IT FOR DENMARK
BrandSPIES TRAVELS
Product/ServiceTRAVELS AND HOLIDAY
Category B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS
Entrant Company ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Advertising Agency ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
PR Agency RADIUS KOMMUNKATION Copenhagen, DENMARK
Production Company GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
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.