DSB x ICEKIID
Never Forgotten
Challenge
Teenage boys between the ages of 15 and 17 are at the core of DSB’s statistics of people who are seriously injured or killed in railroad-related accidents. They often end up in precarious situations because they don't consider the consequences of their reckless behaviour on the platform.
Insight
Young people refuse to listen when they are being told something. However, they love to listen to music.
Idea
To ensure that our message was not just told, but actually listened to, we collaborated with rapper and artist ICEKIID, who’s known and loved by the target audience. Together we created the track “Aldrig Glemt” to tell the story of staying safe on the platforms. To secure reach and effect, the video was atomized on social media and displayed on DSB’s platforms around the country.
Results
82% of respondents declared that they would consider their behaviour around railway in the future. 85% of the target group said they thought the campaign was good or very good (benchmark: 51%). 67% of the target group stated that they knew the campaign (un-aided), compared to the DSB benchmark of just 17%.
- ClientDSB
- ProjectNever forgotten
- DeliverablesMusic track, music video, talent, social, merchandise
- Year2021
Det Kriminalpræventive Råd
Tune In
Challenge
Teenagers are at high risk when it comes to sexual assaults. Studies show that the assaults are often caused by poor communication. So how do you raise awareness of consensual sex without losing the teenagers attention?
Insight
Teens don’t respond to authority, they reject authority.
Idea
We broke through the bullshit filter of the target audience by using music to create an emotional connection. Artists Emil Kruse and Louis Samson wrote a track about consensual sex, and a music video along with a making-of-documentary was created as the core of the campaign. The campaign was activated via Youtubers, PR, a live concert at the award show Guldtuben and the sampling of 45.000 condoms carrying the campaign message: ‘Tune In’.
Results
16,5 million impressions across owned, earned, and paid media. 2/3 of the target group testified in a campaign analysis, that they would be more conscious of sexual consent in the future. The target group spent more than 3,5 years with the campaign across platforms in only 10 weeks.
- ClientDet Kriminalpræventive Råd
- ProjectTune In
- DeliverablesMusic track, music video, documentary, talent, social, merchandise
- Year2019
PostNord
Connecting Denmark
Challenge
As lead strategic agency for PostNord, we work continuously on improving their overall image.
Insight
Delivering parcels to the recipient is only the tip of the iceberg.
Idea
Highlighting the efficiency of the organization, delivering more than 80 million packages to all corners of Denmark by focusing on the dedicated people who make it happen.
Results
From 2019 to 2022, PostNord has seen an increase in their image-score by 61%, while also having their cost per image-point reduced by 50%.
- ClientPostNord
- ProjectConnecting Denmark
- DeliverablesRadio, OOH, TVC, social
- Year2021