KrissKyle
Featured project
The Land of Everyday Wonder
VisitDenmark wanted to raise awareness about Denmark as a tourist destination for a younger target group. Including this, the most important element was to showcase parts of the country that rarely get media time outside the country in a context that made the international audience want to explore more of Denmark than just our capital. The vast majority of our tourists visit Copenhagen exclusively - and primarily in the summer. So there is a huge untapped potential in attracting guests, and especially younger guests, to the rest of the Danish tourist destinations. The challenge, therefore, lies in the fact that it is difficult to hold people's attention long enough to get the pictures of the destinations imprinted when the average view time on social media is generally well below 10 seconds. A figure that is even lower when looking at paid video campaigns. So we wanted to create a video that, unlike traditional tourism campaigns, could be distributed organically using viewer engagement rather than relying on purchased advertising sites online. But it was important for us that the focus, regardless of the video content, was centered around Denmark so that we could print the Danish destinations on the potential tourists' retina. We knew that 25% of tourists visiting Denmark come with the purpose of cycling. In addition, we knew that many more are planning to be active during their visit. Therefore, it was natural for us to "pack the destinations" in cycling. In addition, we would like to show that Denmark is a country where it is easy to get from one destination to another and one rarely has to move far before reaching a new tourist destination. That's why we wanted to make transitions between the cliffs, which insinuate that everything is close to each other. We allied with the world's best BMX rider, Kriss Kyle, as a hook that included action and biking all at once. A simple tool to keep the viewer's attention for a long time. The alpha and omega in the project were that it should be a video that made the viewer want to visit Denmark. So all destinations had to be established with the classic big pictures, and Kriss Kyle would act as a "tour guide". By using Red Bull's international channels as the primary distribution across ESO media, we had already created the framework that ensured the credibility of the clip against the target audience, as well as a distribution that would go far beyond the Danish borders. VisitDenmark Jacob Lisbygd Senior Project Manager Red Bull Danmark Martin Sahlertz Kasper Kjempff Frederik Reichstein Collaborators Shoot Happens Produktion DANSK Baggrund VisitDenmark ønskede at få skabt opmærksomhed omkring Danmark som turistdestination for en yngre målgruppe. Herunder var det det vigtigste element at fremvise dele af landet, som sjældent får medietid uden for landets grænser i en kontekst, der gav det internationale publikum lyst til at udforske mere af Danmark end bare vores hovedstad. Langt størstedelen af vores turister besøger nemlig udelukkende København - og primært om sommeren. Så der ligger et enormt uudnyttet potentiale i også at tiltrække gæster, og især yngre gæster, til resten af de danske turistdestinationer. Udfordringen ligger derfor også i, at det er svært at holde folks opmærksomhed længe nok til at få indprintet billederne af destinationerne, når gennemsnitligt view time på sociale medier generelt ligger langt under 10 sekunder. Et tal der ligger endnu lavere, når man kigger på paid video kampagner. Løsning Vi ønskede at skabe en video, der, i modsætning til traditionelle turistkampagner, kunne distribueres organisk ved hjælp af seernes engagement i stedet for at være afhængig af købte reklamepladser online. Men det var vigtigt for os, at fokus, uagtet videoens indhold, blev centreret omkring Danmark. Så vi kunne indprinte de danske destinationer på de potentielle turisters nethinde. Vi vidste at 25% af alle turister, der besøger Danmark, kommer med formålet om at cykle. Derudover vidste vi at endnu flere har planer om at være aktive i løbet af deres besøg. Derfor var det naturligt for os, at ”pakke destinationerne ind” i cykling. Derudover ville vi gerne vise, at Danmark er et land, hvor det er let at komme fra en destination til en anden, og man sjældent skal bevæge sig langt, før du når en ny turistdestination. Derfor ønskede vi at lave transitioner mellem klippene, der insinuerer, at alting er tæt på hinanden. Vi allierede os med verdens bedste BMX-rider, Kriss Kyle, som et hook, der inkluderede action og cykling på en gang. Et simpelt virkemiddel til at holde seerens opmærksomhed i længere tid. Alfa og omega i projektet var, at det skulle være en video, der gav seeren lyst til at besøge Danmark. Så alle destinationer skulle etableres med de klassiske store billeder, og Kriss Kyle ville fungere som ”tourguide”. Ved at bruge Red Bulls internationale kanaler som den primære distribution på tværs af ESO-medier, havde vi allerede skabt rammen, der sikrede os troværdigheden i klippet ift. målgruppen, samt en distribution, der ville gå langt ud over de danske grænser. Resultat "Det er stort for vores organisation. Vi plejer at bruge annoncekroner på at skubbe vores indhold ud til forbrugerne, men i dette tilfælde ser det ud til at vi har ramt noget, som et stort publikum har lyst til at se. Ved at arbejde sammen med Red Bull kommer vi ud til en meget stor målgruppe med en anderledes historie om Danmark. En historie, der har kant og potentiale til at skabe mere opmærksomhed end traditionel markedsføring." - Jacob Lisbygd, VisitDenmark Organiske Resultater pr. 14. jan - 2020: - 18.047.945 views på tværs af Social Media Platforme - 538.566 engagements - Avg. view time FB: 24 sek. +150% af market average - Avg. view time YouTube: 2 min 56 sek (full length: 5.02). - 66,4% af alle views var at personer mellem 18 og 39 år - 789 indslag i TV - verden over. Bl.a. ABC nationalt i USA, RTL og ZDF nationalt i Tyskland - og mange flere. (English translation + Google translate) Background VisitDenmark wanted to raise awareness about Denmark as a tourist destination for a younger target group. Including this, the most important element was to showcase parts of the country that rarely get media time outside the country in a context that made the international audience want to explore more of Denmark than just our capital. The vast majority of our tourists visit Copenhagen exclusively - and primarily in the summer. So there is a huge untapped potential in attracting guests, and especially younger guests, to the rest of the Danish tourist destinations. The challenge therefore lies in the fact that it is difficult to hold people's attention long enough to get the pictures of the destinations imprinted, when the average view time on social media is generally well below 10 seconds. A figure that is even lower when looking at paid video campaigns. Solution We wanted to create a video that, unlike traditional tourism campaigns, could be distributed organically using viewer engagement rather than relying on purchased advertising sites online. But it was important for us that the focus, regardless of the video content, was centered around Denmark. So we could print the Danish destinations on the potential tourists' retina. We knew that 25% of tourists visiting Denmark come with the purpose of cycling. In addition, we knew that many more are planning to be active during their visit. Therefore, it was natural for us to "pack the destinations" in cycling. In addition, we would like to show that Denmark is a country where it is easy to get from one destination to another and one rarely has to move far before reaching a new tourist destination. That's why we wanted to make transitions between the cliffs, which insinuate that everything is close to each other. We allied with the world's best BMX rider, Kriss Kyle, as a hook that included action and biking all at once. A simple tool to keep the viewer's attention for a long time. The alpha and omega in the project was that it should be a video that made the viewer want to visit Denmark. So all destinations had to be established with the classic big pictures, and Kriss Kyle would act as a "tour guide". By using Red Bull's international channels as the primary distribution across ESO media, we had already created the framework that ensured the credibility of the clip against the target audience, as well as a distribution that would go far beyond the Danish borders. Result "It's big for our organization. We usually use ad dollars to push our content out to consumers, but in this case, we seem to have hit something that a large audience wants to see. By working together with Red Bull we reach a very large audience with a different history about Denmark. A story that has the edge and potential to attract more attention than traditional marketing. " - Jacob Lisbygd, VisitDenmark Organic Results per. Jan 14, 2020: - 18,047,945 views across Social Media Platforms - 538,566 engagements - Avg. view time FB: 24 sec. + 150% of market average - Avg. view time YouTube: 2 min 56 sec (full length: 5.02). - 66.4% of all views were that people between the ages of 18 and 39 - 789 TV shows worldwide. Among other things. ABC nationally in the US, RTL and ZDF nationally in Germany - and many more.
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