On national TV, Robbie Williams himself invited all Danes to join him in a duet after practising his new song on WiMP.

This drove traffic to a landing page, where people could record their own duet with Robbie Williams via their webcams. All user-generated duets were given a unique YouTube-link for sharing on social media like Facebook and Twitter.

Many of the duets were reproduced for tactical television commercials with Robbie Williams commenting on the different performances. This boosted traffic to the landing page further in the second part of the campaign period.

Over 6,000 duets were recorded and the user-generated content got reproduced and was viewed by 2.5 million people across TV & digital.

3.5% of population (15+) visited the landing page and the organic posts from the campaign website were spread in social media and reached 2.3 million Facebook users.

Finally Telenor reached sales targets for December and positioned their music streaming service WIMP amongst their target audience pushing the search interest from index 49 to index 100.

Robbie Williams received a Danish Gold record for the album and Denmark became the second most successful market for his new album.