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2 kids for free
The brief was to raise awareness of the offer for 2 children for free. Almost all Danes have a memory that involves DSB. DSB is part of our shared cultural heritage as a brand that equalizes differences and connects regions and people. DSB is fighting a tough battle these years - among other things to get the rail network converted to green energy. This is one of the main causes of the delays, which are also part of our joint narrative of DSB. But a train is equal to more and more than just delays and transport from A to B. The train is a special space, which allows us to deepen, and which creates the basis for precisely the presence that many Danes struggle to create in a chronically busy day. Because let's face it, We live in a hectic time where everything has to go fast, faster, fastest. With just a single click we can throw headaches into the information stream at any time. The distractions are many, the skipping actions are in line, and the distance to deeper and more meaningful relationships with other people is slowly - and most often imperceptibly - increased. Enter “Slow Travel”. The concept of Slow Travel is basically a quest for authenticity, and it stems from the slow living and slow food movements that originated in Italy in the 1980s. In a world that is getting smaller and smaller, and where things are accelerating stronger, it comes to travel to be about getting to know yourself and others. Embrace the silence. Get in the flow. And open up all your senses and heart to your surroundings. Slow Travel involves strong values such as sustainability and the pursuit of a smaller impression on the environment, and the movement devotes considerable attention to minimizing the impact on the natural environment and habitats. Here DSB plays an important role. Editorial insights showed that it is precisely Slow Living and the Slow Travel tendencies that are most important to the target group of Politiken - especially via personal stories. Personal stories about people who have made consistent choices that many dream about, but which only a few of us bring to life. We created two portraits of families who feel that the train plays a key role in their lives and for the memories that they build together and across generations. At the same time, we created a trend story around the concept of Slow Travel, which had a more action-oriented focus. Portrait # 1 An inspirational portrait of the Huld family - a charming Amager family, consisting of Ole Å, Mette and their three children Ida, 7 years old and the twins, 9 years old. The family cultivates digital minimalism and community and has e.g. never given their kids iPads or phones. The Huld family have found joy in the analogous 'old-fashioned' virtues and come together in that way. This is true in the family's home life, but also when on the move. The journey always takes place in the train compartment, which is one of the family's favorite 'rather'. The family has chosen not to have a car because they believe that the train is the mode of transport that requires the most presence. Portrait # 2 A heartwarming portrait of Grandma Sus and her grandson Malik. Sus's daughter and grandchildren lived for many years in the United States but returned home a few years ago. Sus, who is a former school teacher herself, has since made it a regular tradition to put her granddaughter Malik to the convention at the Central Station - without knowing anything in advance but the start time. They begin the journey with the refueling of candy and McDonald's depots before jumping aboard the train. Sus uses the train trips to get closer to her grandson and at the same time teach him the geography and history of Denmark. #Trend history "Barbados has been replaced with Bornholm, flights by train and the hectic holiday program with several destinations has been replaced with one where there is time for presence with the family". With the help of a number of experts and tourism researchers, we delved into the trend of Slow Travels entering Denmark. The article spoke to families with children and provided good advice on how - at their own pace - to board the movement. In other words, how each of us can, with just a few adjustments, create small spaces with time for presence in a travel context. All 3 articles were released digitally in a long read format, where both photographs and videos were an important means of supporting and unfolding the narrative. The articles were published on Politiken's digital platforms, where we continuously monitored the number of readings, reading time and not least engagement scores. Once traction was declining, the article was subsequently published and boosted on Facebook. DSB Alexandra Brink- Jensen Senior brand manager Politiken Louise Bjarnt Head of Politiken Creative Emil Nørlund Redaktør Mads Elsøe Kreativ chef Collaborators Carat Mediebureau http://politiken.dk/annoncoerbetaltindhold/DSB/ DANSK Baggrund Brief: højne kendskabet til tilbuddet om 2 børn gratis Stort set alle danskere har et minde, som involverer DSB. DSB er en del af vores fælles kulturarv som et brand, der udligner forskelle og forbinder landsdele og mennesker. DSB kæmper i disse år en hård kamp – blandt andet for at få jernbanenettet omstillet til grøn energi. Det er en af de væsentligste årsager til de forsinkelser, som også er en del af vores fælles fortælling om DSB. Men et tog er lig med andet og mere end blot forsinkelser og transport fra A til B. Toget er et særligt rum, som giver os mulighed for fordybelse, og som skaber grobund for netop det nærvær, som mange danskere kæmper for at skabe i en kronisk travl hverdag. For lad os indse det: Vi lever i en hektisk tid, hvor alt skal gå hurtig, hurtigere, hurtigst. Med kun et enkelt klik kan vi til enhver tid kaste os hovedkulds ud i informationsstrømmen. Distraktionerne er mange, overspringshandlingerne står i kø, og afstanden til dybere og mere meningsfulde relationer med andre mennesker bliver langsomt – og oftest umærkeligt – større. Enter ”Slow Travel”. Konceptet Slow Travel er dybest set en jagt på autenticitet, og det udspringer af bevægelserne slow living og slow food, der opstod i Italien i 1980erne. I en verden, der bliver mindre og mindre, og hvor tingene går accelererende stærkere, kommer det at rejse til at handle om at lære dig selv og andre at kende. Omfavne stilheden. Gå i flow. Og åbne alle sanser og hjerte op for dine omgivelser. Slow Travel indebærer stærke værdier som bæredygtighed og en stræben efter et mindre aftryk på miljøet, og bevægelsen vier stor opmærksomhed til at minimere belastningen af naturmiljø og habitater. Her spiller DSB en vigtig rolle. Løsning Redaktionelle indsigter viste at netop Slow Living og Slow Travel-tendenserne er noget, som i allerhøjeste grad optager Politikens målgruppe – især via de personlige historier. Personlige historier om mennesker, der har truffet konsekvente valg, som mange drømme om, men som kun de færreste af os fører ud i livet. Vi skabte to portrætter af familier, som oplever, at toget spiller en central rolle i deres samvær og for de minder, som de bygger op sammen og på tværs af generationerne. Samtidig skabte vi en tendenshistorie omkring begrebet Slow Travel, som havde et mere handlingsanvisende fokus. Portræt #1 Et inspirerende portræt af familien Huld – en charmerende Amager-familie, som består af Ole å), Mette og deres tre børn Ida på 7 og tvillingerne på 9 år. Familien dyrker digital minimalisme og fællesskab og har f.eks. aldrig givet deres børn iPads eller telefoner. Huld-familien har fundet glæden i de analoge ‘gammeldags’ dyder og kommer hinanden ved ad den vej. Det gør sig gældende i familiens hjemmeliv, men også når de er på farten. Rejsen foregår altid i togkupéen, som er et af familiens foretrukne ‘heller’. Familien har valgt ikke at have bil, fordi de mener, at toget er den transportform, der fordrer mest nærvær. Portræt #2 Et hjertevarmt portræt af Mormor Sus og hendes barnebarn Malik. Sus’ datter og børnebørn, boede i mange år i USA, men vendte hjem for et par år siden. Sus, som selv er tidligere skolelærer, har sidenhen gjort det til en fast tradition at sætte sit barnebarn Malik i stævne på Hovedbanegården - uden at han på forhånd kender andet end starttidspunktet. De begynder rejsen med optankning af slik- og McDonalds-depoter, inden de hopper ombord i toget. Sus bruger togturene til at komme tættere på sit barnebarn og samtidig undervise ham i Danmarks geografi og historie. #Tendenshistorie ”Barbados er udskiftet med Bornholm, flyrejserne med tog, og det hektiske ferieprogram med flere destinationer er erstattet med et, hvor der er tid til nærvær med familien”. Ved hjælp af en række eksperter og turismeforskere dykkede vi ned i tendensen Slow Travels indtog i Danmark. Artiklen talte til børnefamilier og kom med gode råd til, hvordan man – i sig eget tempo – kan gå ombord i bevægelsen. Altså hvordan vi hver især kan ved blot enkelte justeringer kan skabe små rum med tid til nærvær i en rejsekontekst. Alle 3 artikler blev udgivet digitalt i et longread format, hvor både fotografier og video var et vigtigt greb til at understøtte og folde fortællingen ud. Artiklerne blev udgivet på Politikens digitale platforme, hvor vi løbende monitorerede antallet af læsninger, læsetid og ikke mindst engagementscore. Når traction var faldende, blev artiklen efterfølgende publiceret og boostet på Facebook. Resultat De hårde tal: Reach: 1.100.000 50.000 læsninger Familien Huld opnåede en gennemsnitlig læsetid på mere end 11 min. Og artiklerne nåede en samlet gennemsnitlig læsetid på mere end 7 min. Alle interaktioner og kommentar spor var i positiv tone, og var omkring indholdet og egne minder. Mormor Sus fortællingen blev taget op af TV2, som endte med at sætte dem i stævne på hovedbanen i Go´ Morgen Danmark, for at tale om deres togrejser. Indslaget på i alt 8 minutter sluttede af med Puk Elgaard, der konstaterede: ”Jeg håber, at alle der kiggede med, fik lyst til at køre i tog”. Programmet estimeres til at være set af ca. 130.000 personer i alderen 18+ Kendskabet til budskabet ”2 børn gratis” blev løftet markant. 81% af de eksponerede kender til tilbuddet mod 58% af de ikke-eksponerede. Ligeledes ses positive stigninger i associationerne omkring toget hos de eksponerede: 57% af de eksponerede siger, at ”det er en rejseform, jeg kan lide” mod 33% af de ikke eksponerede. 36% af de eksponerede betragter det ”som et frirum”, mens det kun gælder for 24% af de ikke-eksponerede. 55% af de eksponerede betragter det ”som det mest klimavenlige valg” mod kun 29% af de ikke-eksponerede. Sidst men ikke mindst ses et løft på ”familievenligt”. Her siger 17% af de eksponerede, at de er enige i udsagnet, mens det kun gælder for 11% af de ikke-eksponerede. (English translation + Google translate) Background Brief: raise awareness of the offer for 2 children for free Almost all Danes have a memory that involves DSB. DSB is part of our shared cultural heritage as a brand that equalizes differences and connects regions and people. DSB is fighting a tough battle these years - among other things to get the rail network converted to green energy. This is one of the main causes of the delays, which are also part of our joint narrative of DSB. But a train is equal to more and more than just delays and transport from A to B. The train is a special space, which allows us to deepen, and which creates the basis for precisely the presence that many Danes struggle to create in a chronically busy everyday. Because let's face it: We live in a hectic time where everything has to go fast, faster, fastest. With just a single click we can throw headaches into the information stream at any time. The distractions are many, the skipping actions are in line, and the distance to deeper and more meaningful relationships with other people is slowly - and most often imperceptibly - increased. Enter “Slow Travel”. The concept of Slow Travel is basically a quest for authenticity, and it stems from the slow living and slow food movements that originated in Italy in the 1980s. In a world that is getting smaller and smaller, and where things are accelerating stronger, it comes to travel to be about getting to know yourself and others. Embrace the silence. Get in the flow. And open up all your senses and heart to your surroundings. Slow Travel involves strong values such as sustainability and the pursuit of a smaller impression on the environment, and the movement devotes considerable attention to minimizing the impact on the natural environment and habitats. Here DSB plays an important role. Solution Editorial insights showed that it is precisely Slow Living and the Slow Travel tendencies that are most important to the target group of Politics - especially via personal stories. Personal stories about people who have made consistent choices that many dream about, but which only a few of us bring to life. We created two portraits of families who feel that the train plays a key role in their lives and for the memories that they build together and across generations. At the same time, we created a trend story around the concept of Slow Travel, which had a more action-oriented focus. Portrait # 1 An inspirational portrait of the Huld family - a charming Amager family, consisting of Ole Å), Mette and their three children Ida at 7 and the twins at 9 years. The family cultivates digital minimalism and community and has e.g. never given their kids iPads or phones. The Huld family have found joy in the analogous 'old-fashioned' virtues and come together in that way. This is true in the family's home life, but also when on the move. The journey always takes place in the train compartment, which is one of the family's favorite 'rather'. The family has chosen not to have a car because they believe that the train is the mode of transport that requires the most presence. Portrait # 2 A heartwarming portrait of Grandma Sus and her grandson Malik. Sus's daughter and grandchildren, lived for many years in the United States, but returned home a few years ago. Sus, who is a former school teacher himself, has since made it a regular tradition to put his granddaughter Malik to the convention at the Central Station - without knowing anything in advance but the start time. They begin the journey with refueling of candy and McDonalds depots before jumping aboard the train. Sus uses the train trips to get closer to her grandson and at the same time teach him the geography and history of Denmark. #Trend history "Barbados has been replaced with Bornholm, flights by train, and the hectic holiday program with several destinations has been replaced with one where there is time for presence with the family". With the help of a number of experts and tourism researchers, we delved into the trend of Slow Travels entering Denmark. The article spoke to families with children and provided good advice on how - at their own pace - to board the movement. In other words, how each of us can, with just a few adjustments, create small spaces with time for presence in a travel context. All 3 articles were released digitally in a longread format, where both photographs and video were an important means of supporting and unfolding the narrative. The articles were published on Politiken's digital platforms, where we continuously monitored the number of readings, reading time and not least engagement scores. Once traction was declining, the article was subsequently published and boosted on Facebook. Result The hard numbers: Reach: 1,100,000 50,000 reads The Huld family achieved an average reading time of more than 11 min. And the articles reached a total average reading time of more than 7 min. All the interaction and commentary tracks were in positive tone, and were around the content and own memories. Grandmother Sus's story was taken up by TV2, which ended up putting them on the main train in Go´ Morgen Denmark, to talk about their train journeys. The total of 8 minutes ended with Puk Elgaard, who stated: "I hope everyone who watched, wanted to ride a train". The program is estimated to have been viewed by approx. 130,000 people aged 18+ The knowledge of the message “2 children free” was significantly raised. 81% of the exposed know about the offer compared to 58% of the unexposed. Also positive increases are seen in the associations around the train of the exposed: 57% of the exposed say that "it is a form of travel I like" compared to 33% of the unexposed. 36% of those exposed regard it as a "free space", while it only applies to 24% of the unexposed. 55% of those exposed consider it "the most climate friendly choice" compared to only 29% of the unexposed. Last but not least, we see a "family-friendly" boost. Here, 17% of the exposed say they agree with the statement, while only 11% of the unexposed say.
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