Building on the overall brand message “What you give is what you will be remembered for”, we added a new case story to the 2020 campaign for Det Gode Testamente. The case story with Yrsa Mortensen, an outgoing and joyful woman from Aalborg, who has written 3 non-profit organizations into her will.
The goal for the campaign is to create stronger identification amongst the target group by sharing what thoughts and considerations that goes into writing non-profit organizations into your will from a likeminded person.
To increase engagement and help people better understand the Danish rules on inheritance, we further created an interactive test, ‘Arvetesten’, with 8 true or false questions. Try it out yourself at DetGodeTestamente.dk
The campaign is used on social media, display banners and print ads and will run in 4 bursts during 2020.