Alesso & AXE

Challenge:

In 2016, AXE launched a new product range, which was going to redefine the brand and appeal to more mature audience. AXE Nordic wanted to increase awareness of the new product range with an authentic ambassador. STEPitUP found the perfect match in Swedish DJ-superstar Alesso, who had been topping the charts in 2015 with his debut album Forever.

Campaign:

The collaboration was launched February 2nd in Denmark, Sweden, Norway and Finland. The Swedish DJ-superstar is the face of new AXE product range in both a TVC, in stores and in the medias. The campaign was broadcasted in prime time across the Nordic countries, while AXE was be visible in all major super markets on POS. STEPitUP was furthermore responsible for bringing a team of journalist from the four Nordic countries to Los Angeles to follow Alesso on set and interview him for the launch of the campaign. The campaign went out with a bang at Summerburst in Stockholm, where AXE invited several lucky winners of their customer competition to join Alesso backstage and enjoy his highly anticipated headline-show on Swedish soil.

Effect:

The campaign went global.

Read about the global sponsorship here :
https://stepitup.dk/portfolio_page/with-alesso-axe-global-behind-the-scene/

Axe Boat Festival France :
https://www.youtube.com/watch?v=CzpBMmO81zw

Kylie Minoque & Sloggi

Lukas Graham & DALI

Challenge:

In 2013, DALI launched their first portable, wireless speaker – DALI Kubik Free. DALI wanted to increase awareness of the product launch together with an authentic Danish ambassador with an international visibility. STEPitUP found the perfect match in Lukas Graham, who was about to begin his international career in Los Angeles.

Campaign:

Lukas Graham penned the partnership agreement and travelled to Los Angeles with the portable speaker under his arm. DALI followed Lukas closely through signing a record deal with Warner Music and the studio time in Hollywood Hills, writing and recording songs for his first international album, while the dreams of hitting the US charts grew. A unique documentary was born after five months following in the footsteps of the rising star seeking his lifelong dream of making it in the states. The documentary created a big buzz around Dali and their new speakers in targeted medias.

Lukas Graham made some unforgettable performances at important B2B events for DALI. One night to remember was an warm summer evening in Copenhagen, when the best of Danish gourmet, sound and talent came together in a way, that made all the DALI representatives smile at Kadeau. The partnership is based on a mutual understanding of the importance of the good sound, which they both represent with respectively speakers and music. Lukas Graham gave DALI an international sound and an edge, while DALI supported Lukas’ American dream.

Effect:

Lukas Graham has over the last three years been living the brand from his studio in Los Angeles, while the brand has shared some of the limelight for a moment.

The Lukas-effect gave the new DALI speakers column space in the targeted medias, while the normally media-shy Lukas Forschhammer made exclusive interviews with Denmark’s leading business medias such as Børsen and Berlingske Business on the subject of the collaboration. The documentary was shown on the biggest online platforms, while TV2 Zulu showed the documentary in prime time. Impressive for commercial content that was never aimed at the networks. One editor at DR even called the documentary the best commercial content of the year. Finally, Lukas Graham took exclusive DALI events to another level with his unique performances and dedication to the brand.

Inez Bukdahl, International Marketing Manager at DALI

“We are delighted and proud about the match with Lukas Graham who, together with his band, is a distinguished interpretation of DALI – in admiration of music. The respect for the musicians and the people who are listening are the backbone of our daily work to produce what we consider to be the world’s best speakers”

Medina & Schweppes

Challenge:

In 2010, Uma Thurman and Nicole Kidman was supposed to seduce consumers around the world in global TV commercials – but the results never showed in Denmark. Schweppes Denmark approached STEPitUP with the objective of making the brand cool among a broad female audience through engaging content, and at the same time increase sales in the saturated Danish market. STEPitUP found the perfect match for Schweppes in the Danish queen of pop, Medina.

Campaign:

The result was a three-year campaign that integrated Schweppes in the musical universe of Medina. The singer has been tearing up the Danish charts, and Schweppes followed her all the way. The co-branding campaign was build around mutual beneficial TV commercials, where Medina in 2014 presented her no. 1 single “Jalousi”, while drinking Schweppes. The campaign also focused on social media activation with Medina posting and tweeting to her 450.000 loyal fans on Facebook and 330.000 Instagram-followers. Schweppes used the unique content across their own social media platforms. Besides providing an undeniable boost in PR-value for Schweppes, the singer helped make many Schweppes events memorable – such as the yearly Drink Lab, Election Week on CBS and surprise acts in cinemas. The campaigns were also activated through outdoor advertising and prerools on some of Medinas singles.

Effect:

– Brand awareness has grown by 7%

– New customers has grown by 10%

– Willingness to try the product has grown by 8%

– Increasing market share by more than 30%

– The case is used globally in Carlsberg’s marketing divisions as a successful example of how to use a local ambassador.

Ricard Berri, Senior Area Marketing Manager, Schweppes

“The cooperation with Medina has turned by the end of 2012 in one of the most successful campaigns in Schweppes Denmark’s history, allowing the brand to overcome a very complicated market situation: leading to excellent results both in terms of market share but also in brand funnel, image and equity. STEPitUP had a key role in the full process, driving and coordinating all the negotiations with Medina’s management team and record label.”

BRANDON BEAL, HEDEGAARD & AXE

Challenge:

Unilever approached STEPitUP with the objective of re-positioning the well-known deodorant brand AXE in Denmark towards the younger male audience (18-25 y.). AXE wanted to connect with a more mature audience, give the product a more exclusive touch and stand out with engaging content. STEPitUP found the perfect match for AXE in the Danish producer Hedegaard and American-born singer Brandon Beal.

Campaign:

The output was the AXE Black campaign “Less is more”, executed 360° on ATL, BTL and social platforms. The campaign is build around the release of the single “Smile and Wave”, where Axe Black is in integrated in the storyline of the music video with its iconic “Axe Effect” in an enjoyable way. Twenty seconds of the music video was also used as the TVC for AXE Black.

The campaign features product placement in music video, national TVC, sampling on tour, POS, social media activation, two unique competitions designed by the artists, PR in national medias and press event with live performance of the artists. STEPitUP negotiated all usage rights of music and POS, while simultaneously handling the project management.

Hedegaards song “Happy Home” was the most played in Denmark in 2014 with more than 30 million streams, while Brandon Beal made it second with more than 25 million streams of “Twerk It Like Miley”.

Effect:

The campaign is ongoing.

Claus Moelholm Hansen, Marketing Manager, Unilever
“STEPitUP has negotiated and delivered an extensive 360 degree package, integrating a range of elements and content including both product placement, TV, online, PR, social media, events, sampling and consumer competitions. STEPitUP has a very unique understanding of both the commercial and artistic world creating solutions for the benefit of both parties. I would at any time recommend STEPitUP to any brand considering music partnerships.”

Honda x Lukas Graham

Content for the collaboration:

https://www.facebook.com/HondaDanmark/videos/945743085496446/?__mref=message_bubble

Nik & Jay & Pepsi Max

Challenge:

Back in the beginning of 2011, Pepsi approached Nexus and STEPitUP with the objective of positioning the Pepsi Max as the most attractive sugar free soda in the target audience, 15-30 years. STEPitUP negotiated the contract on behalf of the perfect match in the legendary Danish duo Nik & Jay.

Campaign:

The output was the campaign “MAX the Music” Nik & Jay and Morten Breum. Studies of the target audience by Pepsi showed that music was an important part of the target audiences’ lives. They loved to share and experience music with friends. Music and Sharing was therefore in focus in the campaign and used Pepsi Max Denmark’s Facebook page as the platform to communicate with the audience. The campaign was launched in the spring of 2011. The strategy was to give fans of Pepsi Max the feeling of being VIP – by sharing exclusive content as prelaunch of the new music video of the single “Mod Solnedgangen” by Nik & Jay, playlists created by the artists, behind the scenes content from concerts and video shoots – and much more. Watch the music video of “Mod Solnedgangen” with Pepsi Max preroll and logo included in the video. Five fans were recruited to the “Pepsi Max Backstage Crew” after winning a live battle in a radio competition. The crew reported from events, concerts and festivals. The campaign pictures of three artists were used in retail on bottles, trucks, POS and to events. Pepsi also ran several TV commercials featuring Nik & Jay, while the single “Mod Solnedgangen” played in the background.

Effect:

From March 2011 to May 2012, the Pepsi Max Denmark Facebook fanpage gained more than 67.000 new fans – increasing their Facebook fans by 372&. The preference to Pepsi Max in the target audience increased by 10% compared to 2010. The use of Pepsi among fans was twice as high as non-fans, while the emotional loyalty was 10 times as high among fans. The awareness of Pepsi Max also increased by 20% compared to average awareness values. Most importantly – Pepsi Max was by the end of the campaign the most sold sugar free soda in Denmark!

Jon Ørum, Nexus Music, Partner & Producer for Nik & Jay

“We have been in close collaboration with STEPitUP for several years. STEPitUP has successfully opened previously closed doors for us in Denmark when it comes to the formation of commercial partnerships and sponsorships. We have benefited greatly from their expertise and advice through the various courses.”

Morten Breum & Citröen

Challenge:

Citroën approached STEPitUP with the objective of positioning the newly launched Citroën DS3-car as cool towards a young audience. Citroën wanted to create awareness and coolness around the DS3 in a way that engaged the young audience. STEPitUP found the perfect match in Morten Breum and Sisse Marie.

Campaign:

The output was a campaign build around the music video “Every time”, which included product placement of the newly launched car DS3. The music video was revolutionary in the Danish music industry as it was the first time a production was fully sponsored by several big scale companies – Citroën, Libratone, Vero Moda, Bianco and Nano Mobile. The DS3-car was center in the music video, targeting the youth with Morten Breum, the countries most popular DJ, alongside the popsinger Sisse Marie as the ambassadors of the brand. The endorsement enabled a larger music video budget, than usually available to the artists – and furthermore a higher level of exposure through the companies’ marketing channels, including their website, POS and social media. Morten Breum gave Citroën the edge they needed to attract new customers, while it also was the foundation for an online campaign platform. Images from the music video were used as PR and POS at the car dealers of Citroën, while the potential customers could freely download the single, if they signed up for the Citroën newsletter. Morten Breum and Sisse Marie did also perform at a sales kickoff event.

Effect:

During the first 24 hours after the release of “Every time”, the music video with product placement of Citroën became the 8th most viewed music video on YouTube globally – and a month later it had been viewed more than 730.000 times. Today the view count has passed 3.200.000 views. On the day of its release, the single also went #1 on iTunes. The grand exposure of the artists and the car extended itself through the interest shown by the Danish media. Morten Breum and Sisse Marie was interviewed by the most influential Danish news and music networks, such as Boogie TV and Go’ Morgen Danmark, about the collaboration. The interviews created a buzz around the newly launched car, which saw the investment in the campaign exceed by the value of PR gained. Citroën obtained a new attractive marketing platform and a grand exposure with high commercial value of their brand and product.

Morten Breum, DJ & Producer

“I worked with STEPitUP in relation to my video “Every time”. First of all, the video would never have been a reality, if it wasn’t for STEPitUP, which resulted in making Denmark’s first fully sponsored music video. The video went as the 8th most watched on YouTube worldwide within the first 24 hours after release. Something that I’m still really proud of. This video is a product of how well these things can work together under the right conditions. In short, working with STEPitUP brings opportunities to the table that most artists probably can’t generate themselves. Big up!”

Tuborg Apropos Live

Challenge:

Tuborg approached STEPitUP with the objective of creating a nightlife concept that would give their on trade customers (clubs) a night, they never experienced before. STEPitUP found the perfect match in the DJ-platform Apropos Live. Watch the videos on http://www.aproposlive.com/

Campaign:

The output was the Tuborg Apropos Live Tour with the DJs from the online platform based on the original idea of DJ E.D.D.E.H. The vision of Tuborg Apropos Live is to combine the unique sound of the rising stars of the international DJ scene with a new visual dimension, to show the exceptional amount of talent in an original way. The result is www.aproposlive.com, where anyone can listen to the sound of the shining DJ-stars of tomorrow performing on locations, where no DJ has ever played before. The DJ-set is always 30 minutes, one take from one angle. Watch Thomas Madvigs DJ-set to the left. The 12 yearly DJ-sets with the best Danish DJs are presented on two exclusive Tuborg Apropos Live Openings. The videos are presented as art – the art of DJing. Watch a video of the Tuborg Apropos Live Opening 2014 to the left. The Tuborg Apropos Live Family is not a regular family. They hold family gatherings at clubs, they do it often and they only invite the best Danish DJs. The gatherings are also called Tuborg Apropos Live Tour. The DJs are every year touring the biggest clubs that Tuborg represent in Denmark with a club concept that turns the traditional nightlife settings upside down. The DJs are located in unique locations (as on the dance floor) playing back-2-back, while the Tuborg promotions girls are dancing with the hypeman of tonight. Every night, a new Danish artist surprises as hypeman. The club tour also includes an APL clothing line, an APL tour bus and several merchandise provided by Tuborg. Watch a night with the Tuborg APL family, when the went to Aarhus, in right side of the screen.

The campaign is ongoing.

Effect:

Tuborg measures the success of Tuborg Apropos Live on the PR value created and the satisfaction of the clubs. The value of the PR created has exceeded the investment in the project by articles in Børsen, BT, Gaffa, Euroman, VICE and many more. National PR are created around the online DJ-set, while the local PR are created around the club tour with the intention of creating awareness of the upcoming events. The clubs have been overwhelmed by the DJ-concept that several of Tuborg’s biggest customers called the best Tuborg-concept they have experienced. The support of Tuborg have also made it possible for young promising DJs like SHAQ to continue is career around Europe as the result of his involvement in the project.

Martin Skovbjerg as DJ E.D.D.E.H, Music Curator of Apropos Live

”I have worked closely with STEPitUP since 2013 in relation to the electronic music concept Tuborg Apropos Live. STEPitUP has been an essential partner in the collaboration with Tuborg, and the financial success of both the online platform aproposlive.com and the national Tuborg Apropos Live tour. STEPitUP has furthermore been managing all PR activities well for the national tour and release of online platform. STEPitUP has my respect and my highest recommendation.”

Rasmus Seebach & Opel

Challenge:

Back in 2011, Opel approached STEPitUP with the objective of positioning the two newly launched cars Opel Insignia and Zafira Tourer towards a broad target audience. Opel wanted to create awareness of the launch through a beloved musician, who could lead some traffic to Opel Denmark’s Facebook page and car dealers. STEPitUP found the perfect match in Denmark’s no.1 hitmaker, Rasmus Seebach.

Campaign:

The output was a campaign focusing on product placement in the music videos “I Mine Øjne” and “Millionær” and exclusive content for social media. Both music videos exclusively premiered on Opel Denmark’s Facebook page four days before the official premiere. The music videos show Rasmus Seebach using the cars – and Ankerstjerne driving the Opel Zafira. Beside the exclusive premiere, the fans of Opel Denmark were able to participate in a competition of signed records by Rasmus Seebach. Opel also made it possible for their potential customers to get a free copy of the new record, if they signed up for a trial of the Opel Insignia.

Effect:

The product placement of the Opel Insignia have more than 8.000.000 views on YouTube with “I Mine Øjne”, while “Millionær” with product placement of Opel Zafira Tourer had more than 3.500.000 views. Rasmus Seebach posted the unique opportunity for his more than 325.000 fans – which saw Opel’s site crash as a result of the overwhelming traffic-boost. Opel Denmark gained more than 11.000 new Facebook fans and 3.371 newsletter sign-ups in four days. It doubled the number of fans in only four days! Opel also gained more than 16.000 new Facebook fans after “Millionær” was shown more than 18.000 times on their Facebook page. More than 4.000 new Rasmus Seebach records were given away to potential customers that ordered a free trial. Besides the prelaunch and product placement in two music videos the cooperation with Rasmus Seebach made Opel’s PR skyrocket, after Rasmus Seebach spoke openhearted of the newly released cars in God Morgen- and God Aften Danmark, which are some of the most watched daily shows on Danish TV.

Steen Davidsen, Marketingchef Opel Danmark:

”Kombinationen af Facebook kampagner og samarbejdet med Rasmus Seebach og STEPitUP har vist sig at være en givtig indsats for os. Det har givet os en unik mulighed for at nå ud til rigtig mange mennesker i den primære målgruppe og har resulteret i rigtig mange prøveture og stor interesse for vores nye modeller. Derudover er vores Facebook side blevet et forum for vores kunder, som vi sætter stor pris på.”