Greater Copenhagen Region – Life Quality Insurance

Strategi

Greater Copenhagen Region, an organisation that promotes economic growth in Eastern Denmark/Southern Sweden, had a problem – there’s lots of exciting jobs here, but not enough international talent to fill them. That’s why they asked us to help convince digital natives to consider moving to the region with a share-friendly campaign that could reach a broad, worldwide audience on a limited paid media budget.

In order to convince people to relocate, we knew we needed to create genuine confidence in our country’s life quality among people who are thinking about their next step abroad. Luckily, we’re always finishing at the top of world happiness surveys, so we know the odds are good that people will decide to stick around.

And even though we offer world-class work-life balance combined with a business-friendly outlook, stunning nature and vibrant cities, small places like us need something to set us apart from all the big players on the world stage.

If that requires us putting our money where our mouth is? So be it.

Løsning

Life Quality Insurance destroyed relocation anxiety with a world-first place brand innovation – literally guaranteeing the satisfaction of people who were brave enough to uproot their lives. Like life insurance, but for your eternal happiness.

All you had to do was sign up, move here, then work out if being here works for you. Participants that signed up through our digital portal during the campaign period were given a year after having moved here to decide whether living in the Greater Copenhagen Region has improved their life quality – and if it doesn’t, we’ll help them get back home.

Why? Well, it’s only in showing our real confidence in life here that we could truly convince potential immigrants that this really could be the right place for them. And it's only by being bold enough to offer an insurance-like money-bak-guarantee that we could expect any media coverage.