Allow us to introduce ourselves. We're Robert/Boisen & Like-Minded - an independent advertising agency located in the heart of Copenhagen, Denmark. We've grown from a small to a medium sized agency due to our reputation as tireless pioneers of creative advertising in Denmark and abroad. We cook our creativity based on a 3-step recipe:
Our tale about the two senior citizen mobsters on a mission to “convince” holiday guests to leave, when their vacation ends, has been awarded a Bronze lion in the world cup of advertising at Cannes Lions. This means it is among the 100 best TVC’s in the world and nothing less than the best travel TVC in the world this year. Thank you to Nicolas Winding Refn for awesome direction, to Gobsmack for beautiful production and last but not least to Spies for buying this crazy idea.
Challenge
The Carlsberg Somersby Cider is closely associated to everything ‘summer’.
But the Danish winter is long and cold – with 2009/2010 being the longest in 14 years!
Idea
We kick-started summer and changed to daylight saving time on March 21st instead of the 28th giving the Danes one extra week of summer by creating a national campaign rally lead from a live campaign office in downtown Copenhagen.
Results
Total communication awareness rose 40% during the campaign period, and total brand awareness rose 10% and reached an impressive total of 99%. Recent trial rose 30% while brand loyalty rose 50%.
The task was to create hype about the art movie ‘Valhalla Rising’ by director Nicolas Winding Refn. This is a movie with a rather limited target group and people outside the target group would probably not get it and find it weird. Our solution was to find people (from reality shows etc.) that were definitely outside the target group, who we asked to review the film. Their honest and expected rather negative feedback was used to create a small series of trailers launched online that aimed to create curiosity within the real target group. The campaign has generated a lot of media buzz and more than 270.000 views. Of course with the limited budget that follows the launch of an art movie.
According to the jury of Eurobest’s outdoor category, Robert/Boisen & Like-minded created the best outdoor in Europe this year. Not one of the best, but the best.
Picture by Chaga Signe Bruun
On top of that the campaign won silver in the Sales Promotion category. Not only has the case been successful in several award shows, it has also created very convincing results on the commercial level. After running the campaign, the market share went up with 27%, Campaign awareness went up 40% and last but not least Suzuki’s sales of the involved models went up 12,5% in the following month and 25 % in total. So even though we have said it before, it’s still worth mentioning: Creativity is a shortcut to effectiveness. Period.
A big misconception among some marketers is that creativity and Return of marketing Investment are two conflicting elements. While we can’t speak on behalf of all agencies, Robert/Boisen’s main focus has always been how we solve our clients challenges most effectively. In order to do so we use innovation and creative thinking because it’s a well proven truth that smart thinking brands reach their marketing goals faster and make their budgets seem bigger. Creativity is a shortcut to effectiveness. It’s as simple as that.
This year at the annual Danish Advertising Effectiveness Awards our agency once more demonstrated this point. With three nominated case-stories, and being awarded the overall Grand Prix and one gold, Robert/Boisen became Agency of the year. So in 2009 we have now become both Agency of the year at the Creative Circle Awards and the AEA Awards.
