Google

June 2016
Google
Description

Google is one of the world’s most influential software platforms. The press naturally has a great need for news and background material but also for specific stories based on a press strategy. As Google’s PR agency in Denmark, Frontpage has advised Google in specific tasks and in the period 2005 to 2014. Frontpage ran strategic business communication for Google as a PR retainer client. In cooperation with Google’s internal communication staff Frontpage has taken care of public relations and integrated communication through press contact, media collaborations, online PR, and events. Frontpage also delivered content to Google Denmark’s websites in connection with special initiatives, articles and brochures. Tasks also including taking care of media coverage and the planning of PR campaigns and events. Google is one of the world’s most innovative organizations in internet services, technology and media. With more than 700 billion daily searches worldwide Google has a huge network of users and stakeholders. Frontpage’s work for Google has covered everything from arranging press events such as driving the Google Street View bike to top of the Rundetårn to releasing reports about how Google contribute to the Danish Internet economy. Both by introducing the concept but also by a wide range of subsequent activities. Our PR concept “tech makeover”, which Frontpage executed with Go Morgen Danmark, became an element in Google’s European bank of ideas for PR as it contributed to branding and improved investor relations. Hear more about our collaboration with Google – please contact CEO Kirsten Dinesen on +45 22 17 03 39 or kirsten.dinesen@frontpage.dk.

Google

June 2016
Description

Google is one of the world’s most influential software platforms. The press naturally has a great need for news and background material but also for specific stories based on a press strategy. As Google’s PR agency in Denmark, Frontpage has advised Google in specific tasks and in the period 2005 to 2014. Frontpage ran strategic business communication for Google as a PR retainer client. In cooperation with Google’s internal communication staff Frontpage has taken care of public relations and integrated communication through press contact, media collaborations, online PR, and events. Frontpage also delivered content to Google Denmark’s websites in connection with special initiatives, articles and brochures. Tasks also including taking care of media coverage and the planning of PR campaigns and events. Google is one of the world’s most innovative organizations in internet services, technology and media. With more than 700 billion daily searches worldwide Google has a huge network of users and stakeholders. Frontpage’s work for Google has covered everything from arranging press events such as driving the Google Street View bike to top of the Rundetårn to releasing reports about how Google contribute to the Danish Internet economy. Both by introducing the concept but also by a wide range of subsequent activities. Our PR concept “tech makeover”, which Frontpage executed with Go Morgen Danmark, became an element in Google’s European bank of ideas for PR as it contributed to branding and improved investor relations. Hear more about our collaboration with Google – please contact CEO Kirsten Dinesen on +45 22 17 03 39 or kirsten.dinesen@frontpage.dk.

Work details
work
Client
Google
place
Location
København
business
Industry of the client
Software & Computer Services
people
Audience
B2B and B2C
public
Geographic scope
International
settings
Service provided
Public Relations
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Ericsson IoT Report

Ericsson Denmark and Frontpage together developed the idea of a Danish IoT Report in the winter of 2014. The final report, which investigates Danish businesses’ attitude and readiness towards IoT and how they should approach and benefit from it, came out in November 2015 and was met with substantial interest by media and organizations. The Report, which was the first of its kind in Denmark, was covered in more than 40 articles in both national and regional media across both print and online platforms, as well as on national TV news and social media. The report was done by Monitor Deloitte for Ericsson Denmark in cooperation with DI Digital (Danish ICT and Electronics Federation) and as this was the first of its kind in Denmark, it helped to position Ericsson as thought leader in the IoT and disruption agenda in Denmark. Reasons for its media success: This report was the first of its kind in Denmark and came at a time, when the IoT agenda and digitalisation of industry and society were getting increasing media coverage.

Top level, well-known Danish companies participated in the report and were willing to be interviewed in the survey. Some also act as a case in the media coverage of the report, taking interviews with journalists. We made sure to have both public and private companies as cases to appeal to all media.

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All key journalists were offered interview with Ericsson Denmark, DI Digital and our 2 cases from the report.

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Degiro: Launch in Denmark 2015

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Public Relations (PR)
The 100th Anniversary for Women’s Right to Vote

The 100th Anniversary for Women’s Right to Vote

May 2016
May 2016

The 100th Anniversary for Women’s Right to Vote

We  won the tender for the 100 year celebration for Women’s equality and right to vote. The tender was given by the Danish Government and the Ministry for Children, Equality, Integration and Social Affairs.

The government wanted the celebration to actualize what equality, democracy and community participation means for the individual citizens.

We built the campaign from the bottom up with the development of the idea concept, planning, marketing and the execution of the celebration of the 100th anniversary of women’s right to vote and stand for election.

The celebration should reach the wide Danish population, not only being informative, but also involving. 

THE SOLUTION

The target group for the campaign was the whole Danish population. We could see that one message wouldn’t appeal equally well to all target groups through traditional communications channels, so we choose a pure digital strategy with influencers, ambassadors, social media, and word-of-mouth as the central tools for accomplishing the campaigns targets.

Our overall idea and concept was; 100 PEOPLE, 100 SPEECHES, 100 CHANNELS. Letting 100 selected Danes interpret the celebration, women’s equality, democracy and right to vote in a speech.

Musicians, actors, comedians, journalists, broadcasters and a wide range of CEO’s from interest groups participated. All the ambassadors had to activate their own and the interest group or company they represented channels. Giving the campaign visibility in places PR and advertising can’t reach through a traditional campaign and making it the largest and widest ambassador campaign ever made in Denmark.

The 100 speeches were individually published from April 20th until Constitution Day on June 5th through the campaign’s own web page together with a Facebook page that was created for the celebration.

Simultaneously, the 100 speakers published their own speeches through own channels and media, such as social media, online newsletters, web pages, trade media etc.

Common for the speakers’ channels were, that they were privately og company owned channels that we could not reach through traditional PR and advertising.

And here came the viral multiplier effect; the 100 speakers’ fans, followers and friends commented, shared, and spread the message about the many speeches which were also shared. The 100th anniversary celebration message was spread as ripples with a pure online, word-of-mouth effect that was seen and read by the Danes and gathered and used by the media.

Using the 100 very diverse famous influencers, we succeeded in spreading the same message in various ways to many different targets groups, young as old.

The celebration was further pushed through a giant PR effort for the celebration as a whole, and also the 100 influencers’ speeches to traditional and digital media (TV, radio etc.).

Furthermore, we developed activities to support the whole concept and celebration. We created a tailor-made children’s show with the Danish children’s entertainer, Sigurd Barret.

We organized a concert at the Distortion festival in Copenhagen, a Constitution Distortion, to reach out to the younger target group with the celebration’s message. The activity entailed a big DJ and artist line up where multiple of our speakers went on stage and gave their tribute to the Danish Constitutional Act.

The culmination of the whole concept was June 4th 2015, where we ended the campaign with a big celebration show broadcasted on Danish Public Television, DR, with attendance of the Danish Government, the Danish Prime Minister, the Royal Danish Family, and our 100 famous speakers. The show naturally also had equality, democracy, and community participation as central points of rotation. The show was sent prime time on the Constitution Day, precisely on the 100th anniversary for women’s right to vote and eligibility.

THE RESULTS

Data and campaign measurements are collected by Norstat and calculated by Mediabroker.

The campaign is an information campaign which overall aim was to create awareness of the 100th anniversary of Women’s right to vote in 2015.

We had an untraditional approach for spreading the message that was anchored in the native advertising mindset where the 100 ambassadors, their own digital channels, and the viral spreading from fans and followers worked as the primary channel.

The campaign was backed up by a strong PR strategy and involved activities with the ambassadors that beside their own viral effect, should influence traditional media with their speeches.

The campaign reached a total knowledge of:

· 65% of the Danish population, equivalent to 2,900,000 people.

People who can remember specific speeches:

· 20% => 900,000 (1 out of 5 Danes)

People who have seen the celebration show or part of it:

· 29% => 1,305,000 people

Danes who were aware of the Distortion campaign:

· 14% of the Copenhageners (postal codes 1000–2500) => 65,000 people

Attention around the children’s show:

· 6% of the families with children under the age of 11 states remembering the act of Sigurd Barret. That corresponds to 65,000 people

The spreading and the viral effect of the campaign activities are difficult to measure but we have measured the following in the first link (stated in numbers of people).

SoMe data

- Followers: 2,953,048

- Interaction: 30,784

- Video views: 375,964

- Blog mentions: 19

PR activities generated 88 articles that reached out to:

- Printed media: 5,722,700

- Web media: 23,003,565

- TV features: 481,000

- Radio features: 236,000 listeners

- Various features in TV, news and newsletters

Statements from the Danish Ministry for Gender Equality:

“The 100 speeches were innovative and engaged a number of different profiles that widely reached out, and it succeeded in finding them, get the speakers to participate with very good and personal contributions”

“Predominantly a very positive, fun and professional collaboration. We were in safe hands with Think PR”

“In an overall perspective, I think that the celebration was well-succeeded, and the occasion of putting equality on the agenda was utilized”

“I think that the 100 speeches were really good. It was a strong concept, and the planning and the execution of the speeches went really fine”

“Generally, the activities were super good. The 100 speeches made sure that the messages reached out widely and the execution proceeded supple and fine”

Public Relations (PR)

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