Spies - "Do it for Mom"

Robert/Boisen & Like-minded A/S

Robert/Boisen & Like-minded A/S København, Denmark

Awards

8137

Brand: Spies
Country: Denmark

Advertiser: Spies Rejser indgår

Title	Do it for Mom
Agency	Robert/Boisen & Like-minded A/S
Campaign	Do it for Denmark
Advertiser	Spies Rejser indgår
Brand	Spies
Posted	November 2015
Business Sector	Travel Agencies, Tour Operators
Story	This campaign was done in order to promote that Spies Travels also sell active holidays.
Problem	We introduced the promotional vehicle Spies Parent Purchase™ as a central part of the campaign. Here the wannabe grandmas could send their child on an active holiday in order to get a grandchild. It was launched through an online film distributed primarily through Facebook and Youtube activating Spies Travels +100.000 fans and audiences and media that had shown interest in the ‘Do it for Denmark’-campaign. The film was followed by segmented social media content. This created engagement within different target groups, whose online behavior had shown that were interested in our content and in specific sports relevant to Spies’ assortment. So far, the online film had a total of +8.500.000 views. +1 million are Danish views (1 out of 5 Danes). It has generated +700 news clippings with a total reach of +600 million people. The earned media is estimated at 11.3 million Euro. Danish media alone created a 5812% ROI on the Danish PR budget. The campaign has reached +140 million social timelines. +500.000 people has commented, liked or shared so far, creating a social action rate of 6% (4% is considered highly viral). Early sales results are very positive with a +21% sales lift (first two weeks). 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. In order to sell more active holidays, Spies Travel joined forces with wannabe grandmas in the fight against Denmark's low birth rate.
Media Type	Public Relations
Creative Director	Heinrich Vejlgaard
Art Director	René Sohn Kammersgaard
Account Manager	Gitte Andersen
Production Company	Gobsmack Productions
Production Company Producer	Christina Erritzøe
Production Company Producer	Cille Silverwood-Cope
Director	Niels Nørløv
Director of Photography (DOP)	Bastian Schiøtt
Editor	Simon Borch
Special Effects / VFX	Magnus Sveinn Jonsonn
Sound Design Company	Lars-Bo Kjær
Music	Simon Ravn
Music	Henrik Lindstrand
Music	Upright Music
Digital Production	Molamil
Creative Director	Joakim Norman
Interactive	Ramiro Espada
Project Manager	Jakob Elm
Account Manager	Rasmus Mikkelsen
Promo agency	Radius Kommunikation
Account Director	Mads Bech Larsen
Consultant	Cecilie Valentin