A fist-pump of Danish pride

Case film: Das Ist Typisch Dänish

The entry Ein Slutrundesang for client Oddset won Robert/Boisen + Like-minded the Grand Prix in last years the Youtube Work Awards for the contribution Das Ist Typisch Dänish for the customer Oddset.

 Indikat has had the creative strength of the film measured by Moodscores to check if feelings aroused among Danish consumers match the sentiment of the Google picked jury.

 As there were – only - 55 000 Danish fans that were able to secure tickets to the Euro championship finals in Germany, the rest of rest of the population had to watch the party from home.

 Danske Licens Spil, part of the state-owned Danske Spil operates the leading online sportsbook in the country. called Oddset. They realized that staying home is boring and decided to make the television experience more fun.

 Danish agency Robert Boisen + Likeminded then composed Das ist typisch Dänisch, a fist-pumping, German-inspired football anthem for all the Danish fans who had to stay behind. The purpose was to bring a taste of the German football atmosphere back to Denmark.

 The Moodscores measurement an eight, out of possible nine, for the cognitive flow created by the film. Appreciation (samhörighet in Swedish) got the film five out of the possible nine and the factor Acceptance scored a seven. The Moodscore, which is a calculation of the commercial potential of a creative solution, was 49 which is one point above average of all measured films up to today.

 Nine out of ten consumers were satisfied by quickly identifying that Oddset was the brand behind the ad. Almost twice as many as in advertising in general got a feeling of being proud and Danish.

One of three got surprised and as many got the feeling of belonging, both figures above advertising in general. As expected there were a lower share than usual who could identify with the situation of the characters featured in the Oddset film.

 The service, that is available both for online betting and in over 2,700 retail terminals across the country, serves as the title sponsor for the Danish Cup, known as the Oddset Pokalen and the buzz about the song among fans were expected. According to Robert/Boisen + Like-minded it reached the number one on Spotify's Viral 50 – Denmark and had all together 1.7 million views on social media. Among then “Best football song since Re-Sepp-ten”, said by Navy Viking, labelled A clever guy on Youtube

 A lot of fans also wore the outfit featured in the film, in what the agency describes as: “Quality time spent with the brand”.