SPIES TRAVELS: Do it for Mom [image] [alternative version]

Credits & Description:

Additional info: Robert/Boisen & Like-minded - "Do it for Mom"
Agency (& City): Robert/Boisen & Like-Minded, Copenhagen
Strategist: Søren Christensen
Creative Director: Heinrich Vejlgaard
Art Director(s): René Sohn Kammersgaard
Account Manager: Gitte Andersen
Production Company (& City): Gobsmack Productions, Copenhagen
Producer: Christina Erritzøe
Producer: Cille Silverwood-Cope
Film Director: Niels Nørløv
Director of Photography: Bastian Schiøtt
Editor: Simon Borch
Visual Effects: Magnus Sveinn Jonsonn
Sounddesign: Audio Lounge v/Lars-Bo Kjær
Music: Simon Ravn, Henrik Lindstrand, Upright Music
Campaign site: Molamil, Copenhagen
Creative Director: Joakim Norman
Interactive Developer: Ramiro Espada
Project Manager: Jakob Elm
Seeding: Be On Aps, Copenhagen
Nordic Account Manager: Rasmus Mikkelsen
PR: Radius Kommunikation
Account Director: Mads Bech Larsen
Consultant: Cecilie Valentin
Media Agency: Vizeum, Copenhagen
Product: Active Holidays
Advertiser: Spies Travels
The Brief
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.
Campaign Success
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 digital tool, we launched Spies Parent Purchase™. Here they could prepay active holidays online 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. Segmented social media content followed the online film and created relevant engagement and retargeting.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
In order to sell more active holidays, Spies Travel joined forces with wannabe grandmas in the fight against Denmark's low birth rate. 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. The promotional vehicle was combined with attractive discounts and sex enhancing gifts for participants. It was launched through an online film and followed up by segmented social media content. This created relevant engagement within different target groups, whose online behavior had shown that were interested both in our content and in specific sports relevant to Spies’ assortment.