Media synergy, networking, PR work and a balance between commercial and non-commercial media was the way to success. Mass communication with television spots, advertisement in print media and online banner advertising was the way forward to reach the general public in the preliminary campaign phases.

The strategy was to get the resourceful target group informed quickly so they could advise the less resourceful target group later on. As the campaign moved forward towards the analogue switch-off, it became obvious that women and elderly people were the main target group and consequently the media choice and visual universe was focused here.

Nationwide TV was still the campaign's focal point, but regional TV advertising became more important during the later campaign phases. Non-commercial media such as local paper in all postcodes, senior magazines, Text TV and traffic media (busses and trains) were used with the creative universe as a common denominator.

What were the results? 99.7% of the analogue target group was digitised! The objective was 98%.KPI measurements were made during the campaign activities and synchronised with campaign phases 1 to 4.

KPI measurement 1 showed an over performance of 19 %.

81% knew that the analogue television signal would be switched off on the 31st October 2009. The goal was 75%.

After campaign part 4 the KPI showed that 96% of the Danish population knew that the analogue TV signal was switched off - Great success!