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Industry Transport, travel & tourism
Media Direct marketing
Market Norway
Agency Dinamo Reklamebyra
Director Jakob Thommessen
Art Director Torstein Greni
Photographer Marcel Lelienhof
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: TOURISM
Agency: DINAMO
Date of First Appearance: Mar 17 2010 12:00AM
Entrant Company: DINAMO, Lysaker, NORWAY
Entry URL:
Copy writer: Stein Simonsen (Dinamo)
Art Director: Torstein Greni (Dinamo)
Account Manager: Unni Rolfsen (Dinamo)
web producer: Fredrik Østbye (Dinamo)
Account Executive: Erik Loe (Dinamo)
Marketing Assistent: Sanna Gustavsson (Visit Denmark)
Director: Jakob Thommessen (Animasjonsdepartementet)
Animator: Isak Gjertsen (Animasjonsdepartementet)
Sound: Marius Rypdal (Animasjonsdepartementet)
Internet Production: Bjørn-Erik Efterdal (Meat Digital)
Internet Production: Jon Babsvik (Meat Digital)
Internet Production: Egil Myklestad (Meat Digital)
Radio Production: Jon Iver Helgaker (Sagveien Resort)
Radio Production: Petter Haavik (Sagveien Resport)
Photographer: Marcel Lelienhof
Animator: Ole Marius Saxegård (Animasjonsdepartementet)
Media placement: Facebook - Facebook - 17 03 2010
Media placement: Radio - P4 - 17 03 2010
Media placement: Internettbanner -,,,, - 17 03 2010

Describe the brief/objective of the direct campaign.
The aim was to get more Norwegian families to go on package trips to Legoland, Denmark in the early season, March-May. The target audience were families in towns on the south coast of Norway, as the package trips included going from Norway over to Denmark by ferry. Norwegians love to go to Denmark in the summer, but few go in the spring. We needed the target audience to reconsider Legoland as a spring trip destination. The creative strategy was to make the season opening of Legoland late March depend on assistance from families living on the south coast of Norway.

Explain why the creative execution was relevant to the product or service.
March-May is winter/spring in Norway, but spring/summer in Denmark. Engaging families in the search, gave us a chance to show them Legoland in a way that made them reconsider Legoland as a spring trip destination. By offering all-inclusive spring trips as finders' rewards and present these on the video where the minifigures explained about their missing colleagues and how to help in the search, we engaged the audience in the product without presenting it as advertising. The dialogue on the site also gave us a chance to show even more pictures and videos from Legoland in the spring.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to arrange a search for eight Legofigures, who were reported missing after visiting relatives in Norway. The missing announcements led to a campaign site on Facebook. There, colleagues of the missing desperately urged families to help find the eight, based on MMS's with local pictures taken by the eight where they had got lost. Captures commented on relevant contrasts between icy uptight Norway and fun summery Denmark. As finders' rewards, Legoland offered all-inclusive spring trips, which were in fact the real product. The trips were presented in pictures and videos on the site.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Thousands of families in the exact towns where Legoland has its Norwegian target audience engaged in the search, day and night, physically and digitally. We used every chance to create dialouge with users on the site, telling them about and sharing pictures and videos from Legoland, preparations for the seasong opening, new attractions etc. By discussing the the clues that were published on the site, users helped spread the campaign through Facebook news feeds. Following the campaign, sales of package spring trips from Norway to Legoland, Denmark went up by 120% (!) compared to the previous year.