Cannes Lions

Do it for Mom

ROBERT/BOISEN & LIKE-MINDED, Copenhagen / SPIES TRAVELS / 2016

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Overview

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Credits

Overview

Description

Our creative take was that mothers that will never experience having grandchildren are the ones who suffer the most from the low birthrates. In an online film, we asked wannabe grandmas of Denmark to join forces. In order to give them a strong tool, we launched Spies Parent Purchase™. Here they could prepay active holidays for their children and in-laws in order to create a sex-enhancing combo of workout and holiday that could lead to grandchildren. To show our commitment, we threw in discounts as well. Segmented social media content followed the online film and created relevant engagement and retargeting.

Execution

Our creative take was that mothers that will never experience having grandchildren are the ones who suffer the most from the low birthrates. In an online film, we asked wannabe grandmas of Denmark to join forces. In order to give them a strong tool, we launched Spies Parent Purchase™. Here they could prepay active holidays for their children and in-laws in order to create a sex-enhancing combo of workout and holiday that could lead to grandchildren. To show our commitment, we threw in discounts as well. The film was spread mainly by a coordinated PR effort both in Denmark and internationally (See ‘Strategy and targeting’). Segmented social media content followed the online film and created relevant engagement and retargeting.

Outcome

The campaign quickly went viral. The online film has had a total of +10.000.000 views across Youtube, Facebook and internal players. +1 million are Danish views equivalent to 1 out of 5 Danes. The campaign generated +700 news clippings globally and +100 Danish media brought the campaign, with a reach of +600 million people (+58 million media impressions in Denmark alone). The total earned media is estimated at 10.75 million Euro. The campaign has reached +140 million social timelines. More than 450.000 people has either commented, liked or shared so far, creating a social action rate of 6% (Note: 4% is considered highly viral). The campaign has created a 42,% sales lift on active holidays measured on year-on-year bookings. According to econometrics the two combined campaigns ‘Do it for Denmark’ and ‘Do it for Mom’ created a revenue return on 15.8 Euros and for every one euro spent.

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