Suspekt & Fernet Branca

Challenge:

Fernet-Branca approached STEPitUP with the objective of positioning the original bitter, Fernet-Branca towards a young male audience. STEPitUP found the perfect match in the legendary Danish hip-hop group Suspekt.

Campaign:

The output was an authentic campaign that focused on product placement on the tour, social media activation, PR on the partnership and the fact that Suspekt have been drinking Fernet for quite some time. The bitter was an integrated part of the long-anticipated tour for the new album “V” as Suspekt made a Fernet-Branca bar on stage. The charismatic tour-bartender served Fernet-shorts from for the artists and off course a pleased audience from the stage. The social media competition gave four winners the unique opportunity to go backstage on four of Suspekt’s shows and drink a shot of Fernet with the three pioneers of Danish hip hop. The second competition was about creating the best “Life is bitter”-poster. Suspekt posted the first one (look left), while the fans posted their own creative inputs to win a meet with their idols. Suspekt posted both competitions one their Facebook fan page to 121.000 diehard fans.

Effect:

The campaign was a success on the social medias as many fans engaged in the competitions with creative ideas. On the road, Fernet-Branca was an essential part of the highly successful tour as Suspekt was cheering in Fernet-Branca throughout every show, which created awareness of the brand in the target audience. The strategic partnership also created buzz in the medias as marketing magazines wrote about the collaboration, and TV2 News invited Suspekt and STEPitUP into the studio for a long talk about the strategic partnership with Fernet-Branca.

Watch the interview with Suspekt on TV2 News

DJs for Sennheiser Nordic (Rebecca & Fiona)

Challenge:

Sennheiser Nordic approached STEPitUP with the objective of positioning the newly released Sennheiser Amperior headphones towards a broad audience by using leading Nordic DJs as brand ambassadors. STEPitUP found the perfect match in Rebecca & Fiona for the Swedish market, Hampenberg & Brown for the Danish market, Nils Noa and Carina Faye for the Norwegian market and Super8 and Tab for the Finnish market.

Campaign:

The output was the “Wear Your Sound”-campaign, which included two local DJ-ambassadors in each of the four Scandinavian countries. The campaign included product placement of the newly released headphones in music videos from each of the ambassadors. The campaign also included photo-shoot with artists wearing the headphones for use in press material for the upcoming music videos, meet ‘n greet with fans, online customer competitions, consumer events in retail and extraordinary Sennheiser events in all of Scandinavia, advertising before and after the music videos and that all ambassadors used of Sennheiser headphones at ALL live performances the rest of the year.

Effect:

The campaign gained much attention for Sennheiser. Every artists posted Sennheiser Amperior-content on their on social media pages, while the medias wrote about the strategic partnership. All singles were released with pictures and press material from the Sennheiser campaign.

Susanne Meiniche, Marketing Communications Nordic, Sennheiser Danmark (DA):

“Med Morten Hampenberg og Alexander Brown bygger vi ovenpå Sennheisers stærke brand, som er kendt for den bedste kvalitet. Nu skal vi ud på en rejse, hvor vi bevæger os ud på gaden og får fat i det bredde publikum. Livsstil fylder mere og mere på markedet for høretelefoner, og den tendens ønsker vi også skal være en del af vores brand. Men frem for alt vil vi give forbrugerne en lydoplevelse, som går ud over det sædvanlige”.

Sandra Lyng & Sloggi

Challenge:

Sloggi approached STEPitUP with the objective of finding a popular artists for their campaign ”Its probably Sloggi”, who would be able to work as a model. STEPitUP found the perfect match in Norwegian pop-sensation Sandra Lyng.

Campaign:

The campaign ran in seven countries in Benelux and Scandinavia under the tagline “It’s probably Sloggi”. In the summer of 2014, Sandra Lyng was releasing a new single, while preparing for her upcoming part as judge in Voice Junior Norway. She joined forces with Sloggi to become the face of the new collection “Light Laces”. The collaboration included a full sponsorship of the music video of “Electric City” with product placement of new underwear collection, and exclusive content for the use on Sloggi’s online platforms. As part of the deal, TV2 Norway showed the 15 minutes from the video-shoot in prime time as a part of a Sandra Lyng documentary. The campaign was announced on a press event in Oslo, where selected Norwegian fashion medias were offered an exclusive premiere of the video, a live performance and interview with Sandra Lyng.

Effect:                                                                                              

The PR and awareness of the collaboration between Sloggi and Sandra Lyng was far beyond expected. The PR value exceeded six million kroner from mentions in VG, TV2 Norway, MSN Norway, Se&Her, Nettavisen and more. In this case, the PR value exceeded the investment Sloggi made in the artist multiple times.

Ed Renner, Managing Director, Triumph and Sloggi, Northern Europe

“In 2014, we contacted STEPitUP to discuss a possible corporation with a local testimonial for sloggi in Norway. Within the tight time schedule of three months, we went live with a campaign with the singer Sandra Lyng. Although the time schedule was very tightened, STEPitUP found the right artist and match with our brand. The process, from idea to realization, as well as the setup of the final concept, we experienced STEPitUP as very professional, qualified, dedicated and solution orientated. The campaign became a great success in Norway. STEPitUP has shown a big engagement in our business case and fulfilled their task with passion and professionalism. I would at any time recommend the company STEPitUP to solve your similar needs.”

Xander & Jyske Bank

Challenge:

Back in 2011, STEPitUP helped Jyske Bank increase awareness of Jyske.tv through exclusive content with a popular artist and creating social media content relevant to their customers between 14-25 years old. STEPitUP found the perfect match in Xander.

Campaign:

The output was a strategic partnership around the release of Xander’s new single “Os To Og Mine Lagner” from his debut album. Watch the music video on Jyskebank.tv here. To create awareness, Jyske Bank had a four-day exclusive premiere of the music video with logo in front of the video. Xander linked to the video from his own Facebook fan page. The collaboration also included exclusive events for Jyske Bank such as interviews to jyske.tv, meet and greet with customers at Skanderborg Festival, social media competitions and sponsoring an exclusive release party of Xander’s new album.

Effect:

The campaign was a big success for Jyske Bank as the music video was the most watched video in March 2011 on jyske.tv. The exposure around the campaign was very beneficial as most medias mentioned and linked to the exclusive premiere on Jyske.tv (like DDS and DJz), which generated the needed awareness and traffic boost. The single have more than 1.200.000 views on YouTube.

USO & Danske Spil

Challenge:

Back in 2012, the national Danish lottery company, Danske Spil, approached STEPitUP with the objective of creating awareness of Danske Spil Poker, increasing the number of online participants in poker on danskespil.dk, and at the same time increasing the number of likes on their Facebook fan page. STEPitUP found the perfect match in the Danish rapper USO.

Campaign:

The output was a strategic partnership based on the music video of USO’s new single “Klapper Af Den”. The music video included preroll and a very visible product placement. USO even included Danske Spil in the lyric of his new song! The collaboration was promoted through radio spots across local radio stations nationwide. Danske Spil created two competitions with the artist to increase their Facebook fan base. The winners of the first competition were given a VIP backstage experience on video shoot with USO, while the winners of the second competition were given a VIP experience at a USO concert. Finally, USO were interviewed by Danske Spil, and took one night out to play poker on the newly launched site with his many fans.

Effect:

The result clearly showed the success of the joined venture as the music video with preroll and product placement was viewed more than 2 million times on YouTube and the number of online participants in poker increased significantly. Danske Spil Poker increased their Facebook fans from 400 to 1.900 during the campaign, while Danske Spil Poker had the most visitors ever on the day, USO played poker online at danskespil.dk.

Peter Wenneberg, Social Media Manager at Danske Spil

“For Danske Spil, this was a unique opportunity to expose and brand our Poker game with a clever and cool rap-artist chosen by STEPitUP.”

Panamah & Pandora

Challenge:

In 2013, the Danish jewelry company Pandora approached STEPitUP with the objective of creating awareness of Pandora’s newly launched jewelry collection “The Feather Story” and creating content for their customer club. STEPitUP found the perfect match in the Danish band Panamah.

Campaign:

The output was an extensive campaign with a unique combination of PR, product placement, behind the scenes content, single covers featuring “The Feather Story” and customer competitions in fashion magazines with the possibility of winning signed records, concert tickets and jewelry.Pandora used exclusively behind the scenes materiale of the artists using Pandora jewelry and interviewed the band about their upcoming album release. All activities were based on the release of Panamah’s new single “Små Stød”. Panamah was not only wearing “The Feather Story”-collection in the music video, on single cover and campaign pictures – but was wearing the jewelry in all TV interviews and performances for six months. The collaboration ended with a Panamah concert in VEGA with Pandora & friends participating.

Effect:

The campaign was a success, as it created the needed awareness for “The Feather Story”-collection. Panamah was seen wearing feathers everywhere for six months, which for example included interviews in Go’ Morgen Danmark and performances at anticipated Christmas Show on DR.

Orgi-E & Sony Playstation

Challenge:

Back in 2014, Sony PlayStation approached STEPitUP with the objective of creating awareness for the launch of PlayStation 4. STEPitUP found the perfect match in Danish rapper and passionate gamer Orgi-E from the legendary hip-hop group Suspekt.

Campaign:

The output was an artist alliance with Orgi-E, who acted as a true ambassador in the launch of the new PlayStation 4. Orgi-E participated in many of Sony PlayStation’s launch events – like driving supercars at high speed around racetracks at the Gran Turismo event or acting as the host of a pop-up competition at Copenhagen Business School. The rapper also created personal and involving content for use across Sony PlayStation Denmark’s online platforms, which helped spread the word of the new PS4 among the target audience. Finally, Orgi-E went on a national road tour with Sony PlayStation, where he participated in several interviews on behalf of PS4 – one of them in pixel.tv, which is the leading media for gaming enthusiasts in Denmark.

Effect:

Orgi-E was a true ambassador of Sony PlayStation as he represented PS4 on social medias, at events and on the national road tour, which created the much-needed awareness around the launch of PlayStation 4 in medias such as Politiken, Berlingske, Pixel TV, Eurogamer, Game Reactor, Gamers Lounge and many more.

ORGI-E:

“I’ve worked with STEPitUP in relation to the release of the Sony PlayStation 4 and my part as an ambassador from 2013 to 2014. I’m very impressed by the strategic way STEPitUP handled the dialogue with Sony on my behalf – and with the great results the campaign lead to. I felt very safe letting STEPitUP handle my commercial activities and the following PR, while I was enjoying the big experience that STEPitUP has in world of co-branding. Hanna found an ideal match for me as an artist, and made everything very simple with her professionalism, dedication and understanding of the music-industry. Big props to STEPitUP for a fantastic partnership!”

KATO & Stimorol

Challenge:

Back in 2012, Stimorol approached STEPitUP with the objective of strengthening the brands presence in retail and on social media through a strategic partnership with an artist. STEPitUP found the perfect match in Danish hit-producer KATO.

Campaign:

The output was the campaign “See What Unfolds”, which included trade activities, social media activation, online-, cinema-, and 5 second TV tag-on spot for the campaign. The campaign was released at the same time as KATO’s single- and music video release of “Alive”, which created much awareness around the competition. Because in the Facebook competition, KATO’s fans were invited to a private party with the artist – but only one lucky winner got the exclusive experience with 99 of his best friends. The party was held at Zenza, where KATO played all night in the heart of his hometown, Aarhus. The competition was unfolded online, in cinemas, on TV, and included both greetings from the artist and signed merchandise. KATO was furthermore the face of Stimorol on POS in retailers.

Effect:

The campaign was a success on Facebook as Stimorol gained 20.000 new fans and a reach of 1.5 million unique users on Facebook. The campaign was later nominated for an in-house award at Kraft Foods.

Amanda Haslund, BIG F!SH Management, Partner & Manager for KATO

“For me as a manager, it is important that KATO has strong partners and that he, as an artist and producer always gets exposed with the right brands. So when STEPitUP contacted me about the Stimorol campaign, there was no doubt. STEPitUP was responsible for all coordinating all activities between KATO and Stimorol. We felt safe to know that STEPitUP ensured the highest PR value for KATO in all aspects!”

Ankerstjerne, Xander & DSB

Challenge:

Back in 2012, DSB approached STEPitUP with the objective of increasing the Facebook fanbase on the Wildcard-membership trough involvement and commitment from the young target audience. STEPitUP found the perfect match in Danish hit-singers Xander and Ankerstjerne.

Campaign:

The output was a campaign for DSB Wildcard, which contained preroll on the music video “Den Første Nat” by Ankerstjerne and Xander. The music video premiered exclusively on DSB Wildcard’s Facebook page for four days to generate traffic. On DSB Wildcard’s Facebook page, the fans had the opportunity to win signed CD’s or to win entry to an exclusive intimate concert and dinner with Xander and Ankerstjerne at Library Bar in Copenhagen. The fortunate fans in the target audience had the pleasure of experiencing Xander and Ankerstjerne perform alongside surprise guest artist Burhan G.

Effect:

DSB experienced great participation in the competition, increased their Facebook fanbase across the young audience and experienced very positive feedback on the concert and dinner with Xander and Ankerstjerne.

Simon Isaac Toft, Manager, Xander

“I have as Xander’s manager and on behalf of Ankerstjerne appreciated the intimate concert STEPitUP created for DSB Wildcard’s customers in cooperation with us. The event simply lived up to everyone’s expectations. Likewise, we appreciate the brand match that STEPitUP did in between artist and brand to increase credibility. It increases all stakeholders engagement and will be seen in the results.”

Sisse Marie & Pilgrim

Challenge:

In 2012, the world-renowned Danish jewelry brand Pilgrim approached STEPitUP with the objective of promoting the newly launched collection and strengthening their brand awareness in general. STEPitUP found the perfect match in Danish singer Sisse Marie.

Campaign:

The artist alliance with Sisse Marie included a sponsorship of the music video for Sisse Maries single “Kill For Your Love” with product placement of the new Pilgrim jewelry collection. Pilgrim also shot campaign pictures with Sisse Marie wearing the new Pilgrim collection on the location of the music video. By using the same set-up for the both shoots, the resources were utilized in the most cost-effective way. Pilgrim finally went on tour with Sisse Marie on the emerging market in China, where Sisse Marie was showing off the new collection on stage, in TV-interviews, on POS and on outdoor advertising. See some examples on the left.

Effect:

Pilgrim created buzz around their new collection with Sisse Marie as their artist ambassador. The music video “Kill For Your Love” was shared in many medias, while Sisse Marie made several TV-interviews in China wearing Pilgrim jewelry.