Faxe Case study FROM SKAGEN TO COPENHAGEN by DDB Copenhagen

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FROM SKAGEN TO COPENHAGEN

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Industry Soft Drinks
Media Case study
Market Denmark
Agency DDB Copenhagen
Strategic Planner Puk Rohde
Released September 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: ROYAL UNIBREW
Product/Service: FAXE KONDI
Agency: DDB
Date of First Appearance: Apr 17 2010
Entry URL: http://www.kondi.dk/case
Art Director/Copy: Mikkel Møller (DDB)
Art Director/Copy: Christian Iversen (DDB)
Creative Director/AD/Copy: Jesper Schmidt (DDB)
Art Director/Copy: Lukas Lund (Freelance)
Art Director/Copy: Andreas Hoff (Freelance)
Account Director: Morten Sune Jonas (DDB)
Strategic Planner: Puk Rohde (DDB)
Media placement: Facebook - Internet - 8 March 2010
Media placement: Website and web banners - Internet - 8 March 2010
Media placement: PR - National, regional and local TV, radio etc. - 8 March 2010
Media placement: TVC - National TV - 5 April 2010
Media placement: POS - Bilkan supermarkets nationwide - 5 April 2010
Media placement: Event - From Skagen to Copenhagen - nationwide - 19 April - 2 May 2010
Describe the campaign/entry
We created Denmark's longest soccer relay race, from Skagen up north to the capital, Copenhagen. We encouraged the consumers to sign up for a stage of the route and thus become part of the campaign. We let a film crew follow the event.
This way all of Denmark had the opportunity to follow the ball on its journey via our website. And it was a fantastic journey. The ball was dribbled in every possible way; on streets, roads, pavements and fields, through supermarkets, TV studios and the ball even passed three super league stadiums on its way to Tivoli in Copenhagen.
Describe how the campaign/entry was launched across each channel in the order of implementation
The idea of a long football relay race across the country evolved a lot as we were working on it:
- We initiated the event via Facebook, website and web banners.
- We produced a traditional TVC to get people to sign up and created 'talk of town' effect by letting Brizze, Danish champion of freestyle football, kick-off the event.
- We encouraged the participants to dribble the ball in every creative way they could think of.
- A film crew followed the ball on the route and we produced 'Highlights of the day' films that went online.
- We entered a comprehensive cooperation with Denmark’s biggest supermarket chain, Bilka. The route went through every Bilka store in the country, creating several retail events with special offers and various activities.
- We cooperated with Tivoli, the end point of the race, and turned the world famous amusement park into one big football playground.
Give some idea of how successful this campaign/entry was with both client and consumer
When you read the following numbers, please bear in mind that Denmark has a population of just five mill.
People:
- We had more than 5.000 participants on the route from Skagen to Copenhagen.
- More than 50.000 unique visitors and 400.000 page views on faxekondi.dk.
- More than 80.000 participating fans on Facebook.
- Publicity through national, regional and local media worth more than DKK 1.5 mill.
- And finally, the Faxe Kondi market share went up 14% while Coca-Cola lost 9%.