Do it for Denmark and Do it for Mom

IPA Effectiveness Awards Case Study 2016


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.

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“The campaign changed an entrenched perception about what Spies offered Danish consumers within a very competitive, price-driven sector. It genuinely made Spies stand out from its competitors and has driven unprecedented fame for our brand.”

Jan Vendelbo, Managing Director
Spies Travels

Winners 2016

Bronze Winner

Title

Do it for Denmark and Do it for Mom

Brand

Spies Travels

Client

Spies Travels

Agency

Robert/Boisen & Likeminded
Spies Travels

Principal Authors

  • Søren Christensen - Robert/Boisen & Likeminded
  • Eva Lundgren - Spies Travels

Contributing Authors

  • Janey Bullivant - The Effectiveness Partnership
  • Warwick Cairns - The Effectiveness Partnership

Credited Companies

  • Robert/Boisen & Likeminded - Creative Agency
  • Annalect - Econometrics
  • Be On - Media Agency
  • Radius Kommunikation - PR Agency

With the package holiday market static, Spies was able to find a very strong idea relevant to 80% of their target group increasing sales by 25%. This brand was brave enough to try something new and step out of their comfort zone.

Georgina Williams, Volvo UK

Shortlist 2018

Bronze Winner

Title

Do it for Denmark and Do it for Mom

Brand

Spies Travels

Client

Spies Travels

Agency

Robert/Boisen & Likeminded
Spies Travels

Principal Authors

  • Søren Christensen - Robert/Boisen & Likeminded
  • Eva Lundgren - Spies Travels

Contributing Authors

  • Janey Bullivant - The Effectiveness Partnership
  • Warwick Cairns - The Effectiveness Partnership

Credited Companies

  • Robert/Boisen & Likeminded - Creative Agency
  • Annalect - Econometrics
  • Be On - Media Agency
  • Radius Kommunikation - PR Agency

With the package holiday market static, Spies was able to find a very strong idea relevant to 80% of their target group increasing sales by 25%. This brand was brave enough to try something new and step out of their comfort zone.

Georgina Williams, Volvo UK

Do it for Denmark and Do it for Mom

IPA Effectiveness Awards Case Study 2016


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.

Click to purchase this case study >