Situation: To support the launch of the Netflix historical drama Against The Ice

Brief: Create excitement for the upcoming movie premiere

Objectives: Make the film a must-see

Media insight: On researching for the project, we found 80 front page news stories from 1912 that chronicled this story. They were written in a style of long-copy language that is long since extinct. These articles captured the unique spirit of the product we were advertising and the hundred-year old media eco-system helped us complete the illusion.

Target audience: The historical drama category appeals to consumers who statistically read more and are more inclined to read newspapers and investigate stories in more detail than the average consumer.

Media Planning: A traditional cross media event. The difficult part was convincing the county's most prestigious newspaper to rerun their original front page from 1912 – and convincing the council to allow us to run a city-wide event to support the idea.

Approach: To create a 100 year old news cycle

Implementation: Reusing the 100-year old media placements that still exists around the city

Media channels and integration: In this coordinated cross media event, the country’s leading broadsheet newspaper Politiken, reprinted their original front page news story from 110 years before. The city’s original news-stands were brought back to life and paperboys returned to take the news to the streets. Panoramic history walls, digital takeover banners and period correct radio news flashes supported the rebreaking news elements and QR-codes were used to take consumers to the movie trailer.

Timeline: Launch event followed by a one week campaign

Scale: City-wide

Time spent with brand:

Politiken newspaper front cover: 70,400 daily readers

Copenhagen Metro: 215,000 daily commuters

Guerilla News Posters: 2000 pcs.

Give-away newspapers: 10,400 pcs.

politiken.dk take-over banners: 96,000 daily users

Radio spots, listeners in campaign period: 996.000

Proof of engagement: Trailer 2,8 million views, title No. 1 within 24 hours