Do it for mom
Spies (Thomas Cook)
Issue 37 | December 2015
Agency
Robert/Boisen & Like-minded
Creative Team
Creative Director Heinrich Vejlgaard Strategist Søren Christensen Art Director René Sohn Kammersgaard Account Manager Gitte Andersen
Production Team
Film production Gobsmack Productions Director Niels Nørløv Campaign Site Molamil Creative Director Joakim Norman Interactive Developer Ramiro Espada Project Manager Jakob Elm
Other Credits
Seeding Be On Nordic Account Manager Rasmus Mikkelsen PR Radius Kommunikation Account Director Mads Bech Larsen Consultant Cecilie Valentin
Date
September 2015
Background
In 2014, Spies Travel launched the 'Do it for Denmark' campaign in which they pointed out that Denmark's birth rates were dangerously low. Couples were encouraged to go away on holiday, and, in this more relaxed state, get it together for the good of the country.
In 2015, the birth rate was still too low despite some progress the previous year.
The question was, who suffered most when there were no babies forthcoming?
The answer, mums who wanted to become grans.
Idea
The idea was for Spies to join forces with every woman in Denmark who was keen to become a grandmother and get them to encourage their children to go on active holidays. Research had shown that couples that sweat together have more sex. Sex leads to babies.
So, potential grannies were given the Spies Parent Purchase™ product, which allowed them to prepay active holidays for their children and in-laws in order to make the magic happen. To show that they were in this together, some discounts were thrown in as well. In 2015, Danes conceived not only for their country but also for their moms.
Results
The campaign got 1 million views in 24 hours. After three weeks the video had 8.5 million views across YouTube, Facebook and the campaign microsite. Over a million views were by Danes meaning 20% of the entire country knew about it. In total, it was featured in over 600 news stories around the world reaching over 600 million people achieving a media value of 11.3m Euros.
Celebs such as Ashton Kutcher and Sulu from Star Trek posted the video to their Facebook timelines.
Sales were up 22% within the first two weeks.
Our Thoughts
A solid follow-up to the previous campaign, wrote Matt.
Aw, c’mon, it’s a bit more than that! True, last year’s “Bonk for Denmark” campaign was hilarious but so too is this. I’m sure the science is complete nonsense but the genius part of it for me is taking it through to the pre-pay vouchers. There is a real call to action here, even if it is actually to twentysomething adults hoping to get a bit of a holiday handout from mum and dad. It’s the bit that makes an interesting brand campaign transactional, driving sales.