Copenhagen Airports A/S: The Journey Is On

So you hopefully will spend a bit more money out there. So today I will take you through a case or a campaign we did last year. Hopefully some of you have seen it. 30,298,531 people was the number of people going through Copenhagen Airport last year. That's plus 1.1 million compared to 2017. So quite a lot of people running through the airport. Approximately 83,000 going through every day. But 2018 for us was not just a year of great numbers of passengers. It was also a year of change. And maybe if some of you have been to the airport, you have seen a lot of expansion lot of building, construction walls. It has been horrible to be a traveler out there, but I will promise it will be better. So a year of change with a lot of new things in the airport also meant a new shopping destination for all our travelers. And a new shopping destination was launched in, actually it was in June. It's between Pier A and Pier B, if you know Copenhagen Airport. We expanded it with 4,000 extra square meters, making space for 24 new shops and restaurants. And that counts for Arget, Megalore, Woodwood, Massimo Duti and a lot more shops and restaurants out there. So for me as a marketeer, the task was, can you say, quite simple. We just had to create a great awareness, inspire travelers to arrive earlier and get some great reach and interest about this new shopping area. So that sounds quite easy, maybe simple. But traveling is maybe, as you know, stressful. And no matter how many times you have been traveling, like once or 10,000 times, you always tend to do the same. You do the same every time you go to the airport, go to the toilet, go buy coffee, then newspaper, maybe you buy a gift for your grandmom or your children at home. You do the same every time. We create like thousands of studies of our travelers each year, it shows the same. So how do we like, convey people to go to a new area, how do we change their route in the airport to a new place with new experiences, with new shops, new restaurants? That was the challenge I was given. We also found out, or what we're working quite a lot with is that the more inspired the people are, the more informed they are, the more they know about the opportunities in the airport, the more likely they are to spend. So that's also why we're using quite a lot of our resources and time to create great digital content and videos, to inspire people to go explore all the different things we have in the airport. And what we also have been working quite a lot with is this brand platform called The Journey is On. Maybe some of you have seen the sign in the airport before you go into the security. Sometimes it works, sometimes it doesn't. It depends on the day of the electrician, what you call it. But we made this platform because what we found out is that the airport is special. And as I said before, no matter how many times you travel, it's always a great feeling. You always have a little excitement in your stomach. You're going to a new place, meeting new friends. There are huge loads of people in the airport going out into the world. And that's our great brand, the Point of Departure. It's the thing we need to utilize in all the things we do. We need to remember people that travel is amazing and you should come before and you should explore all the great things in the airport. And we started this brand platform, I think, three years ago. And it has been carried out together with a lot of different influencers. We started out with Hans-Philippe from U-Kend Kunstner. And then we have been working with loads of different influencers, Pineda Teisbeck and Sus Wilkens, Mette Marie, and last, Olivia Duf and Julia Rudbeck. And for us, I also think that influencer has been an important part of reaching the target groups we have. But also it's a way that we can speak to especially the younger targets who are not that good to listen to the traditional media out there. So utilizing those influencers for our content is giving us access to new target audiences. But it also shows larger reach on our content and a really high engagement rate for us. So that was important for the task. And for the task, we chose to cooperate with these two lovely girls. Olivia Duf is the daughter of Hela Duf, if you know her. And then Julia Rudbeck, who is also doing a lot with Dea, I know, or had done. These two girls were the core of our campaign, a campaign made of a small webisode, six micro series, six videos we did with those two girls, telling the stories about all the new things we had in this shopping center. So let's have a look. We made these six small videos, approximately 15 to I think the longest was 25 seconds long, telling a story or showing some of the new brands or shops in the new area. And as a good marketeer, we of course remember to go execute it on all the different channels that you have to, we got the content optimized for all the different channels that we had to work with. So with PR, paid media, on our own social media, the influencers, the girls we use, we distributed through their channels in the airport, we had it on our digital screens, newsletters and landing pages, etc. And I think for me this time, one of the big learnings was that we've been using videos I think for three or four years and the market is changing all the time, so being aware of what you do and how you do is very important. And we always like, our team look into the eyes and say, yes, this time we're going to optimize for each single media we have, doing it on the perfect way and then time runs out and the budget is low and then, okay, forget about it, just go out with one piece of content on all the channels. You probably know that. But this time we actually managed to take each content and figure out how should we get it out on all the different channels that we have and how should we work with it. So what we learned was be aware of this three second rule, like within three seconds you need to catch the interest of the viewer or they're gone. So for us, the first video we saw was this splash and the one with the straw was in her mouth, something going on there that catches the attention of the viewer and they then actually continued to see the rest. Yeah, optimize each piece of content for each media. And create short relevant engagement and content that is easily consumed on the go, also important for us because we know the people is just going through their media like this, so how do you catch the attention there? We found out that this like, in eye level, humoristic, sympathetic way with these girls having sort of a meet up in the airport was a very good way to actually catch the interest of our viewers. And then of course do a lot of split tests. We did it with everything we went out with and then we chose to put the money behind those things that worked very well. So that seems quite basic, but I think that's often or sometimes you tend to forget it when you're a bit stressed and under pressure, but we really found out that we got a lot of value of working with these parameters for the content. And just some of the numbers. I think again what we worked quite a lot with is how many saw the total, how many saw all the videos together and then this average view through rate has been very important for us. We wanted people to see as much as possible. We made an 8.4 view through rate, average view through rate and for me sometimes I think okay but that's like nearly nothing, but compared to what else we're doing which is 4.2 then it's amazing for us. So again working with influencers giving us a lot of organic views through their channels and a lot of engagement too. Those two girls are not like huge influencers so they don't have like hundreds of thousands of followers, but what we actually saw was that they were like getting above their own follower baseline because the content was so great. So they also managed to get a lot of great views with people who really wanted to see them and their engagement rate was 5.2 which was also quite good. Averagely it's about, it's around 2 or 4% for those macro influencers. So we were quite happy about this campaign. It's actually been one of the best performances for Copenhagen Airport so far and we also found out that the message went clearly in with the target audience. They understood 68% they would like to visit the new area, hooray for me and 85% understood that we had a new shopping center so that was quite good. And then it was Milvart Brown who helped us doing this analysis and what they also showed us is this sort of figure here where you see this, they do like nearly evaluation of all campaigns in Denmark. All of them, mostly, don't say all of them, but they are like in this area, boring, like everyone else, doesn't matter, pretty annoying. That's where all the money is spent. It's in marketing that is like this. So we managed this time to go up and make it active positive so people thought it was interesting, funny, engaging and that's why people also tend to remember it and I hope that too. So video in Copenhagen Airport next year, yes we will of course continue to use video. It's a great way for us to tell the stories and engage with our travelers who maybe is not going traveling tomorrow because we don't know when people are going traveling. It's only the airlines who does that. So we need to inspire, entertain and create that feeling of want to go traveling tomorrow. That's the most important thing for us and luckily we had a lot of great stories in the airport to tell so we will definitely continue to hopefully also spam all of you with the great stories we have out there. So I just have one thing to say and that's the journey is on and actually it was meant to work and now it's working a bit. Thank you so much. It's the boys' turn. Welcome Rasmus and David.