DO NOT DISTURB PLEASE – THE SAUSAGE

TitleDO NOT DISTURB PLEASE – THE SAUSAGE
BrandSCANDIC
Category D03. Webisodes / Series
Product/ServiceHOTEL
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
Claus Collstrup Hjaltelin Stahl Senior Art Director
Karl Kristian Krarup Kjær Hjaltelin Stahl Art Director
Peter Molde-Amelung Peter Molde-Amelung Director
Cille Silverwood-Cope Hjaltelin Stahl Producer
Jesper Jørgensen Hjaltelin Stahl Client Service Director
Mette Pieper Hjaltelin Stahl Project Manager

Background

The Nordic Hotel chain, Scandic with the reputation of only having hotels along the highway, opened a new hotel in the trendiest part of Copenhagen. Surrounded by microbreweries, hipsters and connoisseur coffee shops, Scandic seemed like a misfit. We needed to make the locals understand that Scandic is not what they think.

Describe the strategy

We created 4 webisodes of our "Do not disturb, please" with each episode linking to an activation to change perception in the local community by inviting people inside the hotel in different ways. A new episode aired each week for one month.

Describe the execution

We created 4 episodes of "Do not disturb, please" with each episode linking to an activation to change perception in the local community. A new episode each week for one month. Episode one Activation: Win a romantic get a way (551 participants. 10 winners) Episode two Activation: Get your art exhibited in the hotel (1225 participants. 300 winners) Episode three Activation: Win a room for an entire semester (2741 participants. 5 winners) Episode four Activation: Win a luxury dinner (750 participants. 40 winners)

List the results

Target group: 350.000 people Total views: 13 million Total interactions: 63.000 Engagement rate: 17,69%