Compared to America and major European markets, branded entertainment is still in its infancy in Denmark. For the brand in question, it was a completely new path to follow but it was the most obvious and efficient given the objectives of the brief.

The best way to promote the new search feature was by getting people to try it. And not just once. Several times, for several products and across several regions. We created an interactive road movie starring comedian Casper Christensen. Casper wakes on a beach in the outskirts of the country and the user must help him back home. Along the way he gets stuck countless times and to continue the user must find products locally that can solve specific problems. Several solutions at each stage allowed for countless individual movie experiences.

We effectively demonstrated:The power, versatility and local coverage of Krak’s new feature - and this without even talking about it.

The campaign reached 278,000 unique visitors in 3 months, which equals more than 5% of Denmark’s entire population.The average playing time per visitor was 7 minutes and 41 seconds – or more than 15 standard TVCs (and a lot of searches on Krak as a result).The campaign became one of the most talked about digital campaigns in the country for years – reported by all major news outlets.