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How do you create liking and positive attention in an industry that is despised by the Danes and threatened by changing legal requirements? And how do you succeed in creating the impact of a company that is close to unknown and has a fraction of its competitors' marketing budget available? And how do you move the numbers on the very short path? In short, it was this task that the gaming company 25Syv faced in the summer of 2019. A little more in-depth: The challenge for 25Syv was that the company operated with a significantly lower marketing budget than its competitors. And the budget was not enough to run campaigns for each business area, sports betting (primarily football), online casino and horse racing respectively. Therefore, the briefing was to develop an umbrella campaign for 25Syv and the three subbrands Bet25, Rød25, and Derby25. A campaign that aimed to create liking and positive attention - for a company, to the ordinary Dane, was completely unknown. The campaign was to be developed with the aim of 25Syv operating in a market that was surrounded by low involvement and generic tactical communication. 25Syv did not have the opportunity to "just" do like the others - using an astronomical TV print with ad libitum offers of bonuses and free games. That match would never win. In addition, the Danes had a marked degree of advertising, and the advertising was from the betting category, which many people love to hate, did not make the task easier. The task was therefore to develop advertising content that the Danes would choose - rather than repel. Finally, the solution should also be developed on the basis of expected legislative austerity measures, where aggressive tactical messages will, of course, become more difficult to work with - unrealistic). The decision was to go non-traditional and move the focus away from the product itself and instead create a universe that could unite the company's three sub-brands: Bet25, Rød25, and Derby25. So, an umbrella campaign. And instead of bothering the audience with tactical messages, which was the convention in the industry, the decision was to entertain them with content that was so interesting that they would demand more. This message matched well with the fact that it should be fun to play at 25Syv. 25Syv Anders Mørup CMO Alan Nørgaard Brand Manager Nikolaj Hagen Digital Marketing Manager Wibroe, Duckert & Partners Henrik Juul Kreativ Chef Rasmus Petersen Creative Director Morten Jonas Sune Client Service Director Tina Guldmann Projektleder Camilla Moresco Digital Director Sara Klindt Mortensen Digital Content Manager Collaborators Honey Trap Film Simon Bonde, Director Honey Trap Film Malene Dyhring, Exec. Producer VFX Gimmick Thomas Stender, Post Production Supersonic Samuel Lehn, Lyd Jeppe Lie Kaas Composer Ole Krogstad Klipper Rasmus Videbæk Fotograf DANSK Baggrund Hvordan skaber man liking og positiv opmærksomhed i en branche, som er forhadt af danskerne og truet af ændrede lovkrav? Og hvordan lykkes man med at skabe gennemslagskraft for en virksomhed, som er tæt på ukendt, og som har en brøkdel af konkurrenternes marketingbudget til rådighed? Og hvordan flytter man tallene på den helt korte bane? Det var i korte træk denne opgave, som spilvirksomheden 25syv stod overfor i sommeren 2019. Lidt mere uddybende: Udfordringen for 25syv var, at selskabet opererede med et markant lavere marketingbudget end sine konkurrenter. Og budgettet rakte ikke til at afvikle kampagner for hvert enkelt forretningsområde, henholdsvis sportsbetting (primært fodbold), online casino og hestevæddeløb. Derfor var briefingen at udvikle en paraplykampagne for 25syv og de tre subbrands Bet25, Rød25 og Derby25. En kampagne, der havde til formål at skabe liking og positiv opmærksomhed – for en virksomhed som for den almindelige dansker var helt ukendt. Kampagnen skulle udvikles med tanke på, at 25syv opererede i et marked, som var omgærdet af lav involvering og generisk, taktisk kommunikation. 25syv havde ikke mulighed for ”bare” at gøre som de andre – benytte et astronomisk tv-tryk med ad libitum-tilbud om bonus og gratis spil. Den kamp ville 25syv aldrig vinde. Tilmed havde danskerne en udpræget grad af reklamelede, og at reklamen var fra betting-kategorien, som mange elsker at hade, gjorde ikke opgaven lettere. Opgaven bestod derfor i at udvikle reklameindhold, som danskerne ville vælge til – frem for at frastøde det. Endelig skulle løsningen også udvikles på baggrund af forventede lovgivningsmæssige stramninger, hvor aggressive taktiske budskaber givetvis bliver sværere at arbejde med (https://www.tv2ostjylland.dk/ostjylland/politikere-klar-til-forbud-mod-spilreklamer-kan-vaere-urealistisk). Beslutningen blev at gå utraditionelt til værks og flytte fokus væk fra selve produktet og i stedet skabe et univers, der kunne forene selskabets tre sub-brands: Bet25, Rød25 og Derby25. Altså, en paraplykampagne. Og i stedet for at genere publikum med taktiske budskaber, som var konventionen i branchen, blev beslutningen at underholde dem med indhold, som var så interessant, at de ville efterspørge mere. Dette budskab passede godt sammen med, at det helst skulle være sjovt at spille hos 25syv. Løsning Hvordan skulle kampagnen positioneres? Der var desværre ingen åbenlys sammenhæng mellem fodbold, casino og hestevæddeløb. Indsigten var dog, at brugerne brugte online spil som et velfortjent afbræk i hverdagen, hvor de kunne hygge sig. Og da 25syv var en dansk spilvirksomhed, hvor det danske vægtede højt ift. troværdighed, skulle 25syv positioneres som: Danmarks hyggeligste spilunivers Hvordan skulle kampagnen eksekveres? I en verden som var tiltagende uhyggelig, ville 25syv bidrage med en hyggelig fortælling. I juli 2019 lancerede 25syv derfor et nyt reklameunivers, hvor skuespilleren Peter Frödin spillede den fiktive schlager-konge Franzi25. For hvad var mere hyggeligt end tysk schlager-musik? Præmissen i kampagnen var, at det tyske schlager-fænomen nu var nået til Danmark for at introducere CD’en ”Meine dänische Collection”. Det skulle fejres med en række musikvideoer. Kampagnen fik effekt, fordi den havde det særlige twist, at det tyske idol havde en dansk forhistorie. Det betød, at det tyske sprog blev blandet med det danske, hvilket bidrog til underholdningen. Kampagnen blev produceret med høj kvalitet og på schlager-genrens præmisser, hvilket udviskede grænserne mellem fiktion og virkelighed: Mange var derfor i tvivl om, hvorvidt der var tale om en CD-udgivelse fra en tysk schlager-konge et nyt show med Peter Frödin eller om det var reklame for et spilselskab. Dette skabte voldsom interaktion i sociale og digitale medier, som fik kampagnen til at sprede sig yderligere. Både fordi Franzi25 var gavmild og løbende lagde musikvideoer og nyt indhold op på den udviklede Facebook-fanside, og fordi der blev arbejdet med et veldisponeret community management spor, hvor brugernes kommentarer blev besvaret 24/7. Verdensstjernen talte direkte til sit publikum, der hurtigt tog det særlige dansk-tyske Franzi25-lingo til sig. Hvor skulle kampagnen vises? Kampagnen blev afviklet i sociale og digitale medier suppleret med TV og biograf for at bygge synlighed hurtigt og effektivt. Samtidigt gav et native samarbejde med BT brugerne mulighed for at komme endnu tættere på den fiktive Schlager-legende. Kampagnen brød med den sædvanlige formel for online distribution, hvor brugerne angiveligt ikke gider se lange formater til ende og typisk konsumerer indhold uden lyd. Franzi25 videoerne, der både er lange i online forstand og lydbåret, blev skabt med en tro på brugerne ville belønne det gode indhold. Resultat Kampagnen skabte særdeles positive resultater i lanceringsperioden juli-december 2019 målt på liking og positiv opmærksomhed: “Det har været helt overvældende at følge den interesse, som vi har oplevet på Facebook, hvor folk fra dag ét har spillet med på parodien og på eget initiativ skabt et kulturelt fællesskab omkring Franzi25,” fortæller Anders Mørup, marketingchef for 25syv. Kampagnen er blevet vist mere end 12,5 mio. gange på Facebook – med udgangspunkt i Franzi25’s Facebook-fanside som rummede godt 30.000 fans. Post-test målinger har vist, at kampagnen havde høj liking (42% på TV-måling i januar 2020). Kampagnen har genereret 2,1 millioner minutters underholdning på Facebook og 250.000 aktive engagements, herunder 141.860 likes, 26.240 delinger og 77.900 kommentarer. Stort set alle kommentarer i sociale og digitale medier var positive. Kampagnen har genereret mere end 4,3 millioner tre-sekunders visninger og 1,3 millioner +30-sekunders visninger på Facebook, hvoraf hele 62% var organiske visninger. Første video blev set af 1,3 millioner danskere, hvoraf 76% var organiske visninger. Prisen for indrykning på Facebook har været beskedne kr. 175.000. Kampagnen har genereret 576.873 visninger på YouTube, hvor Franzi25-fans har skabt en bølge af indhold, som omfatter alt fra egne playlister til kreative compilation-videoer. Kampagnen har genereret 321.000 afspilninger på diverse streamingtjenester d.d, herunder opnået en månedlig lytterskare på 13.753 lyttere på Spotify. Dertil var Franzi25’s julesang den 18. mest downloadede sang i iTunes og det 36. mest streamede nummer i Apple Music én placering under Whams legendariske Last Christmas. Fans har etableret en fælles Facebook-gruppe med 6.877 fans. 51 fans er gået sammen i en uafhængig, lukket Facebook-gruppe, som havde til formål at starte en underskriftindsamling om udgivelse af Kaiserwetter som musikvideo. Fans har herudover efterspurgt live-optrædener med Franzi25, merchandise og ringetoner. Endelig har flere radiostationer efterspurgt lydfiler for at kunne opfylde lytternes ønske om at afspille Franzi25-musiknumre. Og selv tysklærere har hyldet kampagnen, som bruges i undervisningen. Franzi25 er blevet kult på ingen tid. (English translation + Google translate) Background How do you create liking and positive attention in an industry that is despised by the Danes and threatened by changing legal requirements? And how do you succeed in creating the impact of a company that is close to unknown and has a fraction of its competitors' marketing budget available? And how do you move the numbers on the very short path? In short, it was this task that the gaming company 25Syv faced in the summer of 2019. A little more in-depth: The challenge for 25Syv was that the company operated with a significantly lower marketing budget than its competitors. And the budget was not enough to run campaigns for each business area, sports betting (primarily football), online casino and horse racing respectively. Therefore, the briefing was to develop an umbrella campaign for 25Syv and the three subbrands Bet25, Rød25 og Derby25. A campaign that aimed to create liking and positive attention - for a company like the ordinary Dane was completely unknown. The campaign was to be developed with the aim of 25Syv operating in a market that was surrounded by low involvement and generic tactical communication. 25Syv did not have the opportunity to "just" do like the others - using an astronomical TV print with ad libitum offers of bonus and free games. That match would never win. In addition, the Danes had a marked degree of advertising, and the advertising was from the betting category, which many people love to hate, did not make the task easier. The task was therefore to develop advertising content that the Danes would choose - rather than repel it. Finally, the solution should also be developed on the basis of expected legislative austerity measures, where aggressive tactical messages will of course become more difficult to work with -urealistisk). The decision was to go untraditional and move the focus away from the product itself and instead create a universe that could unite the company's three sub-brands: Bet25, Rød25 og Derby25. So, an umbrella campaign. And instead of bothering the audience with tactical messages, which was the convention in the industry, the decision was to entertain them with content that was so interesting that they would demand more. This message matched well with the fact that it should be fun to play at 25Syv. Solution How should the campaign be positioned? Unfortunately, there was no obvious connection between football, casino and horse racing. However, the realization was that users used online games as a well-deserved break in everyday life where they could enjoy themselves. And since 25Syv was a Danish gaming company, where the Danish placed high on credibility, 25Syv should be positioned as: Denmark's friendliest gaming universe How was the campaign executed? In a world that was growing creepy, twenty-five would contribute a nice story. In July 2019, therefore, 25Syv launched a new advertising universe, in which actor Peter Frödin played the fictional schlager king Franzi25. For what was more pleasant than German schlager music? The premise of the campaign was that the German schlager phenomenon had now reached Denmark to introduce the CD "Meine dänische Collection". It was to be celebrated with a number of music videos. The campaign had an effect because it had the special twist that the German idol had a Danish history. This meant that the German language was mixed with the Danish, which contributed to the entertainment. The campaign was produced with high quality and on the terms of the schlager genre, blurring the boundaries between fiction and reality: Many people were therefore in doubt as to whether a CD release from a German schlager king was a new show with Peter Frödin or whether it was advertising for a gaming company. This created fierce interaction in social and digital media, which caused the campaign to spread further. Both because Franzi25 was generous and continually posted music videos and new content on the developed Facebook fan page, and because a well-acted community management track was being worked out where users' comments were answered 24/7. The world star spoke directly to his audience, who quickly took on the special Danish-German Franzi25 lingo. Where should the campaign appear? The campaign was run in social and digital media supplemented by TV and cinema to build visibility quickly and effectively. At the same time, a native collaboration with BT allowed users to get even closer to the fictional Schlager legend. The campaign broke with the usual formula for online distribution, with users reportedly not bothering to see long formats to the end and typically consuming content without audio. The Franzi25 videos, both long in the online sense and sound-driven, were created with a belief users would reward the good content. Result The campaign produced extremely positive results during the July-December 2019 launch period, measured by liking and positive awareness: “It has been absolutely overwhelming to follow the interest that we have experienced on Facebook, where people from day one have played on the parody and on their own initiative created a cultural community around Franzi25, "says Anders Mørup, marketing manager for 25Syv. The campaign has been shown more than $ 12.5 million. times on Facebook - based on Franzi25's Facebook fan page, which had over 30,000 fans. Post-test measurements have shown that the campaign had high liking (42% on TV measurement in January 2020). The campaign has generated 2.1 million minutes of entertainment on Facebook and 250,000 active engagements, including 141,860 likes, 26,240 shares and 77,900 comments. Virtually all comments in social and digital media were positive. The campaign has generated more than 4.3 million three-second impressions and 1.3 million + 30-second impressions on Facebook, of which as much as 62% were organic impressions. The first video was viewed by 1.3 million Danes, 76% of whom were organic viewers. The price for posting on Facebook has been modest DKK 175,000. The campaign has generated 576,873 views on YouTube, with Franzi25 fans creating a wave of content that includes everything from their own playlists to creative compilation videos. The campaign has generated 321,000 views on various streaming services, including a monthly audience of 13,753 listeners on Spotify. In addition, Franzi25's Christmas song was the 18th most downloaded song in iTunes and the 36th most streamed song in Apple Music one location during Wham's legendary Last Christmas. Fans have established a joint Facebook group with 6,877 fans. 51 fans have joined together in an independent, closed Facebook group, which aimed to launch a signature collection on the release of Kaiserwetter as a music video. In addition, fans have been demanding live performances with Franzi25, merchandise and ringtones. Finally, several radio stations have been demanding audio files to fulfill listeners' desire to play Franzi25 tracks. And even German teachers have paid tribute to the campaign used in teaching. Franzi25 has become cool in no time.
Mærke
Verificeret (5)

Samuel Lehn

Lyddesigner og mixer

Malene Dyhring

Executive Producer

Honningfælde

Produktionsselskab

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