| Title | DO IT FOR DENMARK |
| Brand | SPIES TRAVELS |
| Product/Service | TRAVELS AND HOLIDAY |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
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
| Søren Christensen |
Robert/Boisen/Like/Minded |
Strategist |
| Heinrich Vejlgaard |
Robert/Boisen/Like/Minded |
Art Director |
| James Godfrey |
Robert/Boisen/Like/Minded |
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 |
| Nao Studios |
|
Additional company |
| Be On |
|
Additional company |
| Radius Kommunikation |
|
Additional company |
The Brief
Spies Travel wanted to inform the Danish people that they offer city holidays, and sell more holidays to these destinations.
Describe how the promotion developed from concept to implementation
We piggybacked a topical issue of the country’s 27-year-low birthrate, and used the insight that Danes have 46% more sex on city holidays to come with a solution to the population issue. 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. Spies Travels hoped to increase their sales to city destinations by 5% through the promotion.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The target group are mainly 30+ couples. They go on city holidays with the intention of revitalising their relationship, and have some romance without the interference of everyday life. The campaign offered extra incentive for these people to take a holiday with us.