Title	DO IT FOR MOM
Brand	SPIES TRAVELS
Product/Service	ACTIVE HOLIDAY
Category	A05. Media Relations
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

Name	Company	Position
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

The Campaign

Challenge/Objectives To promote a campaign selling active holidays in leading Danish media outlets and support viral distribution of the online film. In short, making Spies’ offerings within active holidays relevant for Danish journalists and bloggers across all relevant media types. The strategy Tapping into the Danish fertility agenda through survey-based PR and strategic partnerships: The goals and objectives: To position Do-it-for Mom campaign and Spies as a knowledge provider and expert leader in all relevant media types. To support Do-it-for Mom campaign by creating an earned media buzz to drive traffic into the campaign site and increase the number of views of the video. To continuously respond to media agendas during the campaign and use PR to make use the media opportunities that arise during the campaign. Execution 1) Preparation: Focus on planning and developing messaging, preparation of press materials, completion of national survey with +1,000 respondents and development of media collateral. 2) Execution: Focus on the tactical and operational PR towards all relevant media types including pitching of stories, journalist liaison and media monitoring. 3) Evaluation: A full coverage of media was developed and follow-up efforts were discussed. Outcome: The PR campaign turned out to be the most successful ever for Spies. 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 Brief

The goal of the PR activities was to promote the Do-it-for-Mom campaign in leading Danish media outlets and support viral distribution of the online film in order to support the sale of active holidays. However in order to be able to play an active part in earned media it was imperative that Spies had some new data on the subject that allowed them to tap into the Danish “fertility agenda”. A population survey with +1,000 respondents that investigated sex, sports and pressure from parents wanting grandchildren created the foundation for the key messages of the entire campaign.

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. The film was spread mainly by a coordinated PR effort both in Denmark and internationally (See ‘Strategy and targeting’). 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.

The Strategy

The online film launched simultaneously on YouTube and Facebook to get as much traction as possible. PR played an important role in the promoting the video and the launch strategy was to pitch and place the video in leading and largest Danish online media outlets. This plan succeeded and during launch day the PR effort placed stories with the actual video in the largest online outlets in Denmark – e.g. eb.dk and tv2.dk, which boosted the buzz about Do-it-for-Mom. The other part was an international approach where +800 press releases were distributed to re-activate PR and buzz from the first campaign. The aim of this part was to create quickly viral spread and to create meta-stories in Danish media.