Summary

The campaign Danmarks Travleste set out to search for and pay tribute to those who need a relaxing vacation the most the busiest people of Denmark. Agenda Group created an interactive and experience-based campaign activated through participation on Instagram and a dedicated campaign site. The concept was executed on numerous platforms, while an important part of it was activated through real-life activations. All activations delivered content to paid, earned and owned media.

The purpose

The campaign was created as a continuation of Spies Denmark’s existing platform focussing on fun and quirky presentations of scientifically proven facts about the Danish people and society. Spies is in the business of selling vacations, which means that their products are actually relaxation. The Danmarks Travleste campaign set out to search for and pay tribute to those who need relaxation the most the busiest people of Denmark.

What

Brand Activation campaign

Who

Busy people, travellers and potential travellers

Where

Physical installations around CPH, social media, pre-rolls, banners and outdoors

When

2014

What we did

Agenda Group created an interactive campaign activated through participation on Instagram and a dedicated campaign site. The concept was executed on numerous platforms including banners, outdoors, pre-rolls and social media, while an important part of it was activated through physical activations in real life. Consumers would meet and experience the brand when sitting on a bench at a bus stop, which would provide them with a special recharge, on a bus ride taken over by the brand or when commuting on the busiest bridge in Copenhagen with signs encouraging breaks while promoting the contest. The campaign content focussed on short breaks while securing a link to the overall competition and the chance of winning a long break a vacation chosen by the winner, paid for by Spies.

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OF THE BRANDS THAT WE ACTIVATED