| Cannes Lions, 2014 | ||
|---|---|---|
| PROMO & ACTIVATION LIONS | INTEGRATED PROMOTIONAL CAMPAIGN: INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION | BRONZE |
| PROMO & ACTIVATION LIONS | Product & Service: Entertainment & Leisure | BRONZE |
| Epica Awards 2014 | ||
| PR & Promotions/Installations/Events | Promotions & Incentives | Gold |
| Eurobest, 2014 | ||
| Branded Content & Entertainment | FICTION: SERIES OR FILM | Bronze Eurobest |
| Promo & Activation | PRODUCT & SERVICE: TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) | Bronze Eurobest |
| PR | PRACTICES & SPECIALISMS: MEDIA RELATIONS | Bronze Eurobest |
Type of entry: Product & Service
Category: Entertainment & Leisure
Advertiser: SPIES TRAVELS
Product/Service: TRAVELS AND HOLIDAY
Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Client: SPIES TRAVELS
Product: TRAVELS AND HOLIDAY
Entrant: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Type of Entry: Product & Service
Category: Entertainment & Leisure
Entrant Company : ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Advertising Agency : ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production Company : GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Strategist: Søren Christensen (Robert/Boisen/Like/Minded)
Creative Director: Heinrich Vejlgaard (Robert/Boisen/Like/Minded)
Senior Copy Writer: James Godfrey (Robert/Boisen/Like/Minded)
Executive Creative Director: Michael Robert (Robert/Boisen/Like/Minded)
Account Director: Mette Ingemann (Robert/Boisen/Like/Minded)
Director Of Creative Technology: Michael Bugaj (Robert/Boisen/Like/Minded)
Designer: Morten Grundsøe (Robert/Boisen/Like/Minded)
Director: Niels Nørløv (Gobsmack Productions)
Dop: Niels Thastum (Gobsmack Productions)
Editor: Theis Schmidt (Gobsmack Productions)
Line Producer: Cille Silverwood/Cope (Gobsmack Productions)
Executive Producer: Christina Erritzøe (Gobsmack Productions)
Vfx: Magnus Sveinn Jonsonn (Gobsmack Productions)
Sound: Jason Luke (P47 Sound)
Music: (Upright)
Describe the brief from the client:
Spies Travel wanted to inform the Danish people that they offer city holidays, and sell more holidays to these destinations.
Promotion Development:
We piggybacked a topical issue of the country’s 27-year-low birthrate, and used the insight that Danes have 46% more sex on city holidays to come with a solution to the population issue.
Our logic was that city holidays lead to more romance, romance leads to more sex and more sex leads to more children. Therefore Spies Travel could play an active role in solving Denmark’s problem.
Spies Travels hoped to increase their sales to city destinations by 5% through the promotion.
Results:
The campaign generated more than 60 media stories in Denmark alone, incl. a 3 hour theme on a morning-show on national TV. There were 13.1 million exposures, a 3.1 million estimated ad-value as well as 1,490% ROI on the PR.
Internationally, it created +300 media clips (e.g. Washington Post, Guardian, Mashable, Huffington Post, BBC) with an estimated global reach of +100 million
Massive online spread of +6.8 million views and was ‘Globally most shared ad’ on Mashable’s Viral Video Chart’, and it generated more than 450,000 social actions.
Best of all, sales show a 95% rise compared to last year.
Relevancy to Product/Service:
The target group are mainly 30+ couples. They go on city holidays with the intention of revitalising their relationship, and have some romance without the interference of everyday life. The campaign offered extra incentive for these people to take a holiday with us.