Goals and objectives
“Where to go, what to see and why Germany?”
That is what Scandlines wanted to help the Danes answer by providing them with a new innovative way of exploring their destinations, ultimately increasing sales and raising brand awareness in the process. The objective of the campaign was to create an increased focus on car holidays to Northern Germany. The focus is primarily on people living east of Storebælt (the Great Belt), for whom the Scandlines ferries are often the quickest route to Germany.
Choosing where to go for your vacation is hard enough, but to plan on the go in a foreign country can be a hassle. Therefore, the goal was to provide inspiration in a new, modern and accessible way, where the users had freedom to explore a certain area, without being prompted with payed reviews or the 3 fixed locations that you know from conventional paid travel inspiration.