“The joy of work is vital”
Danish trade union Krifa is on a mission to improve the joy of work – ‘arbejdslyst’ in Danish. Although a majority of danes join a trade union, membership is a low interest product and price a primary criterion.
Krifa went from shortsighted selling to strategic brand building by telling an emotional story of how our workdays influence our entire lives. Highly targeted messages about products and services were delivered across digital channels.
The campaign succeeded in positioning Krifa as a sparring partner throughout the worklife as well as generating sales. Awareness, consideration and preference were increased, online membership increased significantly.