Af Pia Osbæck pia@bureaubiz.dk

En sammenfatning af de to kendte Spies-cases gav så god effekt, at den som eneste danske case vandt en pris ved IPA.

I går aftes vandt Spies og Robert/Boisen bronze ved IPA Effectiveness Award. Som den eneste danske vinder.

Prisen blev vundet for en sammenfatning af effekten af de to kampagner: ’Do it for Denmark’ og ’Do it for Mom’.

Robert/Boisen har samarbejdet med Annalect, Radius, Be On og The Effectivess Partnership om kampagnerne.

Her er juryens motivering for at vælge kampagnen:

With Danes increasingly taking advantage of budget airlines and travel websites to organise their leisure trips, this case study explains how provocative advertising helped re-establish the relevance of the 60-year-old Spies travel operator which was synonymous in Denmark with family package holidays to the Mediterranean. By suggesting Danish couples should travel to have more sex and boost the country’s flagging birth rate, the tongue in cheek ‘Do It For Denmark’ and ‘Do it for Mom’ campaigns generated huge attention. They gave the brand a role in a national conversation about population trends and grew sales of Spies city breaks and activity holidays. On a modest budget of €670,000, the combined campaigns generated an estimated return for every €1 invested of €15.8 of revenue and €1 of net profit.

Alle vindercasene kan ses her

IPA er en effektpris, som har inspireret til den hjemlige Advertising Effectiveness Award, som afholdes den 24. november.

 

Kommentarer

Få nyhedsbrev

Tilmeld dig Bureaubiz’ ugentlige brief om bureauer, reklamefolk og marketing - og kom bedre rundt om branchen hver dag.

Tilmeld nyhedsbrev
En del af Creative Club