| Title | DO IT FOR DENMARK |
| Brand | SPIES TRAVELS |
| Product/Service | TRAVELS AND HOLIDAY |
| Category |
E01. SOCIAL VIDEO |
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Entrant Company
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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 |
Art Director |
| James Godfrey |
Robert/Boisen/Like/Minded |
Senior Copy Writer |
| Michael Robert |
Robert/Boisen/Like/Minded |
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 online-film was distributed online closely coordinated with a substantial PR launch strategy. The film led people to a microsite containing a lot of branded content such as romantic city-guides and in-depth expert advice from sexologists. The site also contained an ovulation discount calculator, where relevant offers were presented based on ovulation periods. This calculator was also build into webbanners bringing people directly to online tactical offers. Lastly the site contained information about how to participate in the ‘Make a baby and win’-competition, where you could win baby stuff if you conceived a child during a Spies city holiday.
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, making Spies’ offerings within city holidays relevant for Danish journalists and bloggers across all relevant media types. We piggybacked a topical issue of Denmark'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. Spies could play an active role in solving Denmark’s problem. We created a competition with rather 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.