Help Britta

Background

• To create a more positive image in a market with constant and intense competition.
• To create a broad-based campaign with easy access to participation.
• To make it seem not too large a leap from having fun with Claus and Britta to giving e-mail permission to being contacted by TDC.

Target Group

All of Denmark, particularly existing TDC customers.

Campaign Goals

• To ensure 20% of target would get a more positive attitude to TDC.
• To get a good number of active participants in a song contest on Facebook: Index 100.
• To attract many new ”likes” of Claus & Britta: Index 100.
• To obtain new e-mail permissions: Index 100.