How The Øresund Bridge connects to the best moment
The Øresund Bridge needed to be known as more than just a piece of asphalt that connects Denmark and Sweden.
Therefore, to secure an emotional resonance with the customers, we explored the human needs behind the drive for new experiences on the other side.
Our core insight was that both the Swedish and Danish target groups wanted their spare time to be true quality time. Focusing on finding the true moment of truth, we discovered that the moment, crossing the bridge on the way back home, when the kids are sleeping on the back seat, that’s when you know and feel it had been a good trip. That’s when you realize, you should do this more often. And that this was an experience that you want to share and inspire others with.
It is that feeling of relief and realisation that is the clearest sign of the trip being worth it all. On that basis, we created a communication platform: 'What are you bringing home?'