Campaign made Danes curious about research and science​

Task

The Danish Science Festival is an annual nationwide science festival that communicates research in a wide range of disciplines.​

In a world full of entertainment and quick stimuli, a festival about research and science can sound like a dull event for the initiated. Therefore, the task was to promote The Danish Science Festival 2022 so that Danes – and especially families with children – got to know the festival and wanted to participate in some of the many events that were held throughout the country.​

As The Danish Science Festival is not located in one geographical location like an ‘ordinary’ festival, it requires potential participants to be proactive in finding local events.​

Solution

The solution was a nationwide campaign that celebrated curiosity and presented science in a relevant, everyday way that broke down prejudices.​

The campaign focused on the many questions that children and childlike souls ask. It was designed to remind the average Dane that science is everywhere and for this reason concerns most people. The concept of “curious for more” motivated the recipient to react to the campaign’s primary KPI, namely to click through to the website where the festival events unfolded.​

Result

The campaign created awareness among Danes about The Danish Science Festival. It received 5.2 million exposures on social media and 28% watched the movie to the end. ​

Through the campaign, Danes also saw the website and 53,000 clicked through to find more information about the different activities and events.​