Award-winning Digital Campaign Platform
Our award-winning digital campaign platform and concept let us run international campaigns to attract both foreign investors and talents to Greater Copenhagen.
The platform is built up as a complex digital universe using segmentation based on user behaviour and preferences to match the specific communication needed for us to convince our customers in the very high-impact decision process that we are working with.
According to the jury, our digital platform was a decisive factor for us winning the main prize as World’s Best Place Brand at the City Nation Place Global award show in London 2017.
The digital campaign platform let us invite our target group on a journey through the emotional and functional selling point of either living and working or setting up a company in Greater Copenhagen.
This chart shows the flow that I created for the candidate journey for our international talent attraction campaigns. It encompasses the entire journey from the very first touch points with emotional selling points in the overall branding phase of the campaign and to the very end when a candidate converts into i job applicant.
The digital dialogue gradually becomes more targeted to the individual candidate as we collect data along the way, enabling us to become more and more relevant as we dig down into job and civil status content suited for their specific needs.
On the same time, the dialogue becomes more rational along the way, countering all the functional barriers and pain points that the candidate might phase to prevent them from applying, while still retaining the emotional overall core story to make sure that their initial motivation for applying will follow them all along the journey.
