Before any election or choice comes uncertainty. This is true in life and during political elections. During this election, uncertainty and indecisiveness were noticeable within most of the population throughout the election. Even more so than normal, as the 2022 Danish election turned out to be especially challenging: Not two but three PM candidates, obscure alliances, and a surprising rise of new parties and the historic fall of established parties. An uncertainty that was reflected in the actions and viewpoints of the politicians throughout the election.

The distinct idea succeeded in tying everything together in one beautifully simple hook: The sound of doubt.

The idea made it possible to highlight every political topic and discussion, and everytime a new issue popped up, we reacted instantly with new executions.

We reached our campaign target on new subscribers in just 3 weeks - way before our campaign ended. We ended up beating our sales target with a whopping 43% in the campaign period.

Politiken sells a lot of different products and saw a total increase in sales of almost 25%, in the campaign period compared to other campaign periods, which directly correlates with the isolated campaign sales performance.

The day before the election, we set a massive one-day sales record with a total number of sales that day ending on 223.

The campaign idea "EEER" became the soundbite of the election. The idea propelled the campaign into election coverage, debates and social media everywhere.

The 2022 general election in Denmark was more confusing than ever: Not only two but three Prime Minister candidates, obscure alliances, a surprising rise of new parties and a historic fall of established parties.

A confusion that was reflected in the actions and viewpoints of the politicians and voters throughout the election.