Turn up the volume, lean back and enjoy the case movie (in Danish)

Career site

The combination of a strong user experience and modern marketing technology makes the new career site a key driver in the Digital Ecosystem for the Danish Defense. Optimized to care and convert leads to the many exciting opportunities the Danish Defense has to offer.

Ogilvy developed a simple user journey that made it easier for the target audience to get an overview of jobs and educational opportunities within the Danish Defense. In other words, we made a complex organization look and feel simple by converting over 300 subpages to only 139 pages. A simple navigation wrapped in a visually appealing user-interface controlled by an effective CMS-platform made it all possible.

Visit the site here

Digital deliverables

Project Management
UX and Design
Content Production
Migration and Handling
Back and Front-end Development
Advice on CMS platforms

From Kitten to Cat

A deep operational insight into the target audience, engaging user journeys, and three cute kittens are the key ingredients in a targeted campaign that will increase awareness and sales for Royal Canin in the Nordic region. The campaign is the first step in an exciting omnichannel journey, for the ambitious brand.

Royal Canin went live with a web series – written and produced by Ogilvy – to raise awareness of kitten food in the Nordic region. The campaign is the first step in the realization of a major omnichannel strategy of linking Royal Canin, dog and cat owners, kennels and veterinarians into a mutually value-creating ecosystem based on content and data – a transformation that Ogilvy is bringing to life.

The web series, entitled ‘The Journey from Kitten to Cat’, features 5 episodes following three cute kittens during 5 months of their lives. A new episode is published once a month, and each episode is supplemented by three instructional videos with tips and information about kitten behavior and the precautions cat-owners should take. In addition to social media, the campaign contains a campaign site with webisodes, articles, cat-breed guide and overview of food products for kittens.

Check it out


How could a traditional Danish institution like the Danish Defence recruit Arab-speaking Danes to work as civilian interpreters in Iraq? The target group felt excluded by the Danish society and the campaign-budget was limited. A targeted campaign on Facebook gave the Danish Defence some of its most popular content for a long time: Videos of senior military staff encouraging people to apply for the role as civilian interpreters in broken Arabic. The Danish Defence received more than ten times as many applicants as the year before – and in addition, got a whole new and positive dialogue with a hard-to-reach target group.

“All about the craft”

Riberhus is all about the craft. Visit the production facilities and we will show you what passion and craft can do. That’s the story we wanted to tell with the catchphrase “Lidt bedre end andre gode oste”. The truth about Riberhus is that the dairymen, who produce the popular cheeses, care deeply about their profession. The dairymen Lars, Milter, Hans, and Poul became the main characters in “Ostemagerne” – a series of humorous commercials about the people behind Denmark’s most popular cheese. The universe was unfolded on TV as well as online platforms, where there was room for more engagement.

Life is bitter

We created a strong communication platform that revitalized Fernet Branca and made it appealing for a younger one audience. With a simple and aesthetic concept that stood out from the crowd, we made a clear profile for Fernet Branca. The solution worked across channels, and the text-borne universe made it possible to come out with strong contextual messages everywhere the audience went – from bus stops to cinemas.

Our work for Fernet Branca has over the years won several creative prizes, including the Creative Circle Award and the Cannes Lions in 2015.

How we helped Coca-Cola recapture the desirable Teens

The market for soft drinks is greater than ever, and although Coca-Cola is well known, it has been a long-term challenge to reach the teen segment. Teens love feeling unique and trying new things. They select new soft drink brands and create new drinking habits. Especially energy drinks are being chosen at the expense of Coca-Cola.

It was Ogilvy’s task to make Coca-Cola relevant among today’s teen segment and meet them on their preferred channels with a creative concept that resonated to the desires, situation and lives of 21st century teenagers – to make them yet again consider the Coca-Cola drink.

Thus, we created a YouTube channel founded on a creative concept named “The Bucket List Challenge”. The communication strategy behind the creative concept was based on the insight that teens love living out their dreams – bringing forth happiness, enjoyment, and optimism, which are among the core values for the Coca-Cola brand.

But teens today have endless opportunities – and that in itself poses a challenge. Teens are often good at describing their dreams, but in many cases, the dream stay within the dream. They don’t act. With the “The Bucket List Challenge”, Coca-Cola wanted to inspire the teens to actually live out their dreams, take action and to create their own bucket list and feel the enjoyment when their dreams come true.

On the YouTube channel named CokeTV, we hosted weekly episodes with three CokeTV hosts who asked the teens for their bucket list ideas and turned them into actual events that were featured on the channel. In that way, we both showed how to realise the teens dreams and further we were able to create a joint effort among the teens in supporting each other in acting out ones ideas. Youtube, as a social platform was strategically chosen and thought into the creative concept from the beginning. In relation to other social media YouTube’s core strength is the ability to build communities where the users join to be a part of the dialogue and the content experience on the platform. It is the shared values and topics that the concept of the Youtube channel provides, which appeal to the users and make them want to engage and subscribe.

The teens on CokeTV played along happily. They enjoyed and were inspired by the idea of the bucket list and the statement of living out ones dreams. We created a brand community where the teens suggested bucket list themes, recommended their bucket list ideas and commented on each other’s ideas. With YouTube as a channel we were able to create an always on strategy where we made it possible to be top of mind among the teens by communicating and presenting them with content that mattered and were close to their desires.

Watch CokeTV on YouTube


DSB – Plus

In order to activate DSB Plus-members, we wanted to give them an offer they couldn’t resist. If a good offer comes at the right time as well as being easy to redeem, the value of the offer will be greater.

The campaign delivered impressive conversion rates and showed that mobile is a highly effective marketing channel – especially across frequent travelers. Several thousand members made use of the offers and compared to traditional email-campaigns did SMS generate 5 x higher response-rates.