It takes something very special to break through the media noise – especially at Christmas time, when everyone wants to communicate and sell. This is exactly why the message of Danish hygge, which gets you relaxed and closer to the people you love, is a perfect communication tool.
But hygge is very difficult to explain. In reality, it has to be experienced. That’s why we made a Christmas calendar, where the participants had the chance to win a unique trip to Denmark every day. We “sold” the activity to the international press as the world’s best Christmas calendar, and with an achieved press value of DKK 295 mill., the campaign created results that greatly exceeded our expectations.