Scandlines
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The work made for Scandlines runs to 5 verified projects since 2020 — mostly Marketing, Campaign and Advertising.
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På rette kurs i et hav af data – Scandlines sætter nye rekorder
With this campaign, Scandlines has successfully combined in-depth data analysis with a customer-centered campaign strategy, significantly boosting conversions and passenger numbers. This achievement was made possible by activating Scandlines' own data points in combination with first-party data gathered through data partnerships. Leveraging this data, Scandlines identified and activated 42 unique motivation segments, creating a tailored and relevant customer experience. With the introduction of its custom-developed “Planning Ahead” tool, Scandlines further optimized the timing and effectiveness of its campaign messaging. Overall, Scandlines has achieved greater returns on its marketing investments, while customers have benefited from a relevant and engaging experience through Scandlines' digital push marketing. The positive results reflect this, not only with record sales but also with a shift in Scandlines' commercial approach across the organization—from thinking in terms of segments to focusing on motivations. The campaign's goal was to increase ferry ticket sales as well as visits and revenue at BorderShop through a digital always-on push setup based on an insight-driven and data-informed marketing strategy. In other words, we aimed to deliver a personalized and positive customer experience by reaching relevant users with relevant messages at the right time, thereby driving up conversion rates, sales, and revenue. Through in-depth data analysis and segmentation, Scandlines sought to gain a better understanding of customers’ diverse needs and desires, using this knowledge to communicate meaningfully with users. Scandlines wanted to shift from traditional audience definitions, segmentation criteria, and yearly planning cycles to using insights to work with consumer motivations, building segments based on this approach. The motivation to buy ferry tickets or visit BorderShop depends on numerous factors that don’t fit neatly into traditional segmentation boxes. It’s a combination of life stage, interests, marital status, car ownership, geographic location, timing, spontaneity, and much more. Furthermore, aside from price communication, there is no universally relevant messaging that covers all motivations. There’s a big difference, for instance, between a family trip to southern Europe, a romantic getaway to a spa in northern Germany, shopping at an outlet, mountain biking in the Harz mountains, visiting Lübeck’s Christmas market, buying a rare whiskey at BorderShop, or simply making bulk purchases there. Therefore, we wanted to rethink our segmentation strategies, moving from a focus on classical segments to focusing on users’ motivations as the core element for our target groups and strategy. These motivations would reflect user needs such as road trips, city breaks, family outings, and much more. In this way, Scandlines could create a platform to communicate effectively about the motivations behind purchasing a ferry ticket or shopping at BorderShop. By understanding the different needs and desires of customers, the campaign could be tailored to meet specific motivations directly.