The presentation deck to accompany a case study on Spies Rejser's "Do it for Denmark" campaign.

1. Sex and Patriotic Duty
A case study on Spies
Rejser’s
“Do it for Denmark!”
campaign
Celia Burns

2. Agenda
Denmark’s Birth Rate
Spies Background
Campaign
Results
Persistence
Arthur Page Principals
Discussion

3. Denmark’s Birth Rate
2013 Denmark’s lowest birth rate in 27 years
• 55,873 live births
More than 1/5 of Danish couples childless
Cannot sustain current population
Danger to:
• Elderly care
• Keeping schools open
• Keeping hospitals running
• Future innovation
• Future social balance
• Future Economy

4. Spies Rejser
Leading travel agency in Denmark since 1956
Founded by Simon Spies
• Rags to riches
• Danish response to the American Dream
• Bold, sometimes shocking, exciting
“Do you want to be with sour and sullen people in your vacation, then yes, you should probably
choose another travel agency”

5. Campaign
Do it for Denmark! Launched March, 2014
A private corporation addressing a national issue
Rooted in the idea that Danes are too busy to have sex
Effort to increase birth rate and increase vacation
bookings through Spies
Uses brand recognition, patriotism, and humor to
promote wellbeing of Denmark

6. Do it for Denmark!
Long-form advert drew attention both nationally and globally
Unique message, over-the-top, humorous, and full of visual innuendo
Encourages sex, specifically while on vacation, and more specifically- without protection
Most globally shared ad in March and top ten most shared ad for the following months
Discount for booking during ovulation to increase likelihood of a pregnancy

7. Do it for Denmark!
Grand prize offered to anyone who can prove conception occurred on a Spies vacation
• 3 years supply of diapers
• Top of the line stroller
• Free family friendly vacation for after the birth
“It’s not just about winning all the fun is in the participation.”
Sex and vacation are important to all Danes, not just those who can conceive
• Ad features elderly couple and gay couple as well

8. Statistics Featured
27 year birth rate low
10% of all Danish
children conceived
on holidays
Danes have 46%
more sex on holiday
Do it for Denmark!

9. Science Featured
Sexologist Birgit
Dagmar Johansen
• Vacation releases endorphins
• Endorphins increase sex drive
• More sex increases chance at
getting pregnant
• New cultures make you value your
partner more
Do it for Denmark!
Image retrieved from: https://www.youtube.com/watch?v=vrO3TfJc9Qw

10. Do it for Denmark!
Spies goes beyond selling vacations, does what they can to
encourage pregnancy
• Events to spread knowledge of reproductive health
• Ovulation calculators
− Ovulation discount
• Conception hints and tips website
− Reduce stress
− Avoid tight pants
• Free pregnancy test to everyone who books a vacation using ovulation discount

11. Results
Spies city destination vacation bookings increased 95%
Campaign nominated for Eurobest Festival of European Creativity Award
Number of live births increased in 2014
• First time since 2008 that total number of births was higher than the
previous year
• 9.9% increase
No Grand Prize has been awarded, but is still available

12. Persistence
Slight increase in birth rate is good,
not great
2015 campaign “Do it for Mom”
• Promotes active holidays
• Plays on familial guilt over patriotism
• Maintains humor and innuendo
• Provides more science and statistics
Grand prize still available to be won
Image retrieved from: https://www.youtube.com/watch?v=B00grl3K01g

13. Page Principals
Tell the Truth
All facts and statistics in the ad are reliable and verified
Spies explicitly calls out a desire to increase their business as well as increase birth rate
Prove it With Action
Provides population with numerous resources to increase pregnancy
• Ovulation calculators, conception tips, reproductive health events, pregnancy tests
Offers a prize to further incentivize pregnancy

14. Page Principals
Manage for Tomorrow
Makes booking with ovulation discount easy
Explains why birth rate is low and how taking a vacation can help
Conduct PR as if The Whole Company Depends on it.
Dedicates large pieces of company website to reproductive health
Campaign runs as if the whole country depends on it
Corporate responsibility to help when a government cannot

15. Page Principals
Remain Calm, Patient, and Good-
Humored
Advertisements and websites dedicated to the
fun of making babies
With no grand prize winner, the campaign
changes the next year, but prize remains
available
Celebrates the birth rate increase, but does not
stop working
Addresses the seriousness of a low birth rate,
but campaign is humor and innuendo focused
Image retrieved from: https://www.youtube.com/watch?v=B00grl3K01g

16. Discussion
Should an issue like birth rate be addressed by a private company, or should responsibility lie solely with the government?
Does the desire to increase sales and profit disqualify this campaign from being considered Corporate Social Responsibility?
What support, if any, should Spies receive from the Danish Government?
Image retrieved from: http://doitfordenmark.parseapp.com/

17. Discussion
Do you think a third future campaign is possible? If so, is it a smart idea?
What do you wish Spies had done differently in the first campaign?
Do you consider the “Do it for Denmark!” campaign to be successful? Why or why not?
Is offering a reward for pregnancy and a discount for ovulation unfair to the population who cannot conceive or ovulate?
Image retrieved from: http://doitfordenmark.parseapp.com/