Title	HOMELESS STUDENTS
Brand	SCANDIC
Product/Service	HOTEL
Category	D02. Use of Branded Content created for Digital or Social
Entrant	HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation	HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK

Name	Company	Position
Claus Collstrup	Hjaltelin Stahl	Senior Art Director
Karl Kristian Krarup Kjær	Hjaltelin Stahl	Art Director
Jesper Jørgensen	Hjaltelin Stahl	Client Service Director
Mette Pieper	Hjaltelin Stahl	Project Manager

Why is this work relevant for Media?

This campaign is relevant to media, because we used the growing buzz of our 4 webisodes to generate reach for our social activated competition.

Background

Scandic the biggest Nordic Hotel chain opened a hotel in the trendiest part of Copenhagen, Denmark. But surrounded by microbreweries, hipsters and local coffee shops, Scandic was a misfit, and more known for having hotels along the motorway. This is not at cool factor for our primary target group – the locals. We wanted to embrace the local community, so would use the many facilities at the hotel as a place to hang out.

Describe the creative idea/insights

To show that we’re not what you think, we wanted our target group to experience the hotel first hand. And what better way to do that than to invite people inside. We created an online competition for students. A competition where they could win the ultimate prize – a place to stay for free for an entire semester.

Describe the strategy

One of the biggest problem for young people studying in Copenhagen is to find a place to stay. Currently every third student is without a permanent residence. Being a part of the youthful and trendy district of Copenhagen we wanted to do our part by donating hotel rooms for homeless students for an entire semester.

Describe the execution

By using our webisode about student housing to generate buzz, we managed to spread the word about our competition to sites and forums – and to local and national media in just one week.

List the results

The competition generated quite a stir in the student community, and spread to numerous housing forums and sites without media spend. It was mentioned in local and national media. 24% of every homeless student took part in the competition. The 5 students made their own content for social media which is still running since they’re staying until december 2018.