For this brief, we were asked to create a campaign in order to sell Denmark as 'The Land of Everyday Wonder' to the rest of Europe, with the target market being Couples 30+, with and without children.
Insight: The Danish celebrate and appreciate the wonderful ‘everyday’ things in life. This is something we all often slip up and forget to do. These everyday wonders enrich our lives and the attitude towards them is something that is uniquely Danish. We’d all like to be a little more Dane. The Danish are known for their way of living through their concept 'hugge', which encourages the 'everyday' as special. We wanted to play on this factor, but not in the typical way.
Therefore, our organising idea: Little Wonders.
Our campaign takes on the storytelling tone of voice that VisitDenmark often takes on.
'Little Wonders' begins with the introduction of a mascot of sorts for Denmark, a man named Mark. This way, consumers can easily follow Mark along his journey in discovering the 'Little Wonders' of Denmark. What is different about him is the fact he is a miniature human; a Little Wonder in itself.
Mark is a true Dane, loves to scout out the brilliance in every day and has spent the last few years truly enjoying what every day brings.
Mark will appear on google display ads and social media sponsored posts. Here, the target audience will be intrigued to know more about him.
Then, installations will begin to pop up around Denmark in less typical tourist hotspots to truly capture the Danish culture. These installations are miniature in order to symbolise the ‘little’ everyday wonders we often forget and will be of Danes enjoying and celebrating the wonderful everyday things. Where’s Mark, you ask?
Mark will be right there with you, narrating the stories behind these little wonder installations via an app. Upon discovering one of these installations, you can scan the QR code next to it which will direct you to the app where Mark will talk you through the story, as well as point you towards more installations that are near.
Not only does the app showcase the follow-along stories through the QR codes, but it triples up as a map to discover each Little Wonder and a reward system to keep the audience engaged and driven to keep resilient. If people scan in ten different installations, they can get a reward.
Alongside this, we will have long copy ads in the same storytelling style. These would be placed in train stations, bus stops and airports.
A social media takeover from Mark as well as On social media, we will encourage the hashtag #littlewonders. This is where people from all over Europe can find and share their everyday happiness and are encouraged to take on the Danish way of appreciating the everyday things a little more.
To bring the campaign together, we will hold a Europe-wide competition for children and adults to create, illustrate and write stories of little wonders they’d like to see in the miniature installations. Then, 30 lucky winners will see their ideas become a reality and they can see their work come to life. This encourages all ages to work towards something fun and exciting, arguably creating little wonders of their own in real life. One lucky winner will receive plane tickets for them and their family or friends to fly to Denmark and experience the little wonders of Denmark and their installations themselves.
As for the future, this can be a year round campaign that changed with the seasons. This way, the consumer doesn't just visit once to see it but can visit at different times of the year.
