Codan: Online safety campaign went viral

Insurance is not a high-interest topic for consumers, making it challenging for insurance companies to remain relevant. To address this issue, Codan took a new approach and focused on a topic that already concerns Danes: online safety.

The campaign successfully reached the target audience with relevance for both the sender and receiver. RelationsPeople collaborated with &Co to achieve this.

The campaign aimed to raise awareness of online safety for families with older children and provide assistance to the target group, similar to insurance.

The campaign startet with a video showcasing an online safety experiment. Three pairs of parents monitored their teenage children’s digital behaviour in an adjacent room. The experiment revealed that a hacker could easily gain access to all the teenagers’ computers. The video received 2.5 million views on Facebook.

We created advisory content for families, with the help of an IT expert, to support the video and drive traffic to the campaign site. Additionally, we conducted a survey among Danish parents, which revealed the challenge of lack of knowledge. We also worked with the parents who participated in the video.

The campaign received extensive coverage in key national media outlets such as Politiken, TV2 News, Go’ Morgen Danmark, Jyllands-Posten, and others. Additionally, it generated significant traffic to the campaign site and many video views.

As a result of this success, RelationsPeople collaborated with the learning company Ungdomsbyen to develop a teaching concept for middle school students based on the knowledge needs identified during the campaign. This concept is still available for use.