| Title | DO IT FOR MOM |
| Brand | SPIES TRAVELS |
| Product/Service | ACTIVE HOLIDAY |
|
Entrant Company
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
|
Advertising Agency
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
|
Media Agency
|
VIZEUM Copenhagen, DENMARK
|
|
Production Company
|
GOBSMACK PRODUCTIONS Copenhagen, DENMARK
|
Credits
| Søren Christensen |
Robert/Boisen/Likeminded |
Strategist |
| Heinrich Vejlgaard |
Robert/Boisen/Likeminded |
Creative Director |
| René Sohn Kammersgaard |
Robert/Boisen/Likeminded |
Art Director |
| Gitte Andersen |
Robert/Boisen/Likeminded |
Account Manager |
| Christina Erritzøe |
Gobsmack Productions |
Producer |
| Cille Silverwood-Cope |
Gobsmack Productions |
Producer |
| Niels Nørløv |
Gobsmack Productions |
Director |
| Bastian Schiøtt |
Gobsmack Productions |
Director Of Photography |
| Simon Borch |
Gobsmack Productions |
Editor |
| Magnus Sveinn Jonsonn |
Gobsmack Productions |
Visual Effects |
| Lars Bo Kjær |
Sound design |
Audio Lounge |
| Simon Ravn |
|
Music |
| Henrik Lindstrand |
|
Music |
|
Music |
Upright Music |
| Joakim Norman |
Molamil |
Creative Director |
| Ramiro Espada |
Molamil |
Interactive Developer |
| Jakob Elm |
Molamil |
Project manager |
| Rasmus Mikkelsen |
Be On Aps |
Nordic Account Manager |
| Mads Bech Larsen |
Radius Kommunikation A/s |
Account Director |
| Cecilie Valentin |
Radius Kommunikation A/s |
Consultant |
Brief Explanation
For most Danes Spies Travel is only equivalent to very relaxed holiday. However, research showed that many Danes find that boring and that they want active holidays instead. Spies has a great range within this assortment. Therefore, the challenge was to raise awareness and to promote active holidays.
In 2014 Spies Travel launched the ‘Do it for Denmark’-campaign in order to promote city-trips by addressing the historical low birth rates in Denmark. To continue the highly successful campaign, we re-activated the massive audience by making a sequel. This time with a twist, that allowed us to focus on active holidays.
The Campaign
Challenge: Danes only think of relaxing holidays when thinking about Spies Travel. Raise awareness and promote active holidays.
Execution: Follow up on 2014’s big success ‘Do it for Denmark’, where we used the low Danish birth rate to create awareness and sales of city-trips. In order to reactivate audiences, PR and buzz a new twist promoting active holidays was developed. Spies Travel joined forces with wannabe grandmas in the fight against Denmark's low birth rate. We introduced Spies Parent Purchase™, where wannabe grandmas could send their child on an active holiday in order to get a grandchild. Research showed that couples have 51% more sex on a sunny holiday and that working out together leads to more sex. This combo would not only do it for Denmark, but also for mom.
Results:
Reach: + 600.000.000 people
Danish PR ROI: 5812%
Views: + 8.500.000
Engaged: + 500.000 people
Sales lift: + 21%
Creative Execution
Our creative take was that mothers that will never experience having grandchildren are the ones who suffer the most from the low birthrates. In an online film, we asked wannabe grandmas of Denmark to join forces. In order to give them a strong tool, we launched Spies Parent Purchase™. Here they could prepay active holidays for their children and in-laws in order to create a sex-enhancing combo of workout and holiday that could lead to grandchildren. To show our commitment, we threw in discounts as well. Segmented social media content followed the online film and created relevant engagement and retargeting.
The campaign quickly went viral. Three weeks into the campaign (when this was written), the online film had a total of +8.500.000 views across Youtube, Facebook and internal players. +1 million are Danish views equivalent to 1 out of 5 Danes. The campaign has generated +600 news clippings internationally. More than +100 Danish media brought the campaign, which had a total reach of +600 million people. The total earned media so far is estimated at 11.3 million Euro. 1.6 million Euro was generated through Danish media alone creating a 5812% ROI on the Danish PR budget. The campaign has reached +140 million social timelines. More than 500.000 people has either commented, liked or shared so far, creating a social action rate of 6% (equivalent to ‘Epic split’. Note: 4% is considered highly viral). The early sales results are very positive with a +21% sales lift in the first two weeks.