Every fourth person stops playing sports in their teens. Coca-Cola Denmark and DGI (Danish Gymnastics and Sports Association) want to stop that trend and get more young people in motion. In fact, the goal is to activate 100,000 Danes aged 16-29 by 2020 to have a social, healthy, and active life.
Although Coca-Cola Denmark and DGI are two very different brands, they have important goals in common and brand features that focus on play and fun for all. These are crucial areas to them both.
Essencius created #HappyMoves, a campaign focusing on a variety of activities like street soccer, ping-pong, acroyoga, and bumper ball. The disciplins were part of free events in Copenhagen, Aarhus, Odense, Aalborg, Roskilde, Holstebro and Horsens. A key aspect is that all activities are accessible for people regardless of age, gender or skill. #HappyMoves creates a space with no assumptions or judgements. Just fun.
All events are run by local #HappyMoves agents as ‘first movers’, who also control communication channels through local SoMe pages.
To create increased attention and a wow effect, we produced a commercial film that appeared in cinemas close to each event venue and on social channels. The film was in line with the #HappyMoves spirit, which broke away from the norm, was surprising, and focused on community.
#HappyMoves is in tune with young people. Furthermore, most of the content as well as the range of activities are planned by young people. This is why it is a success. Tens of thousands of young people have participated in more than 100 annual #HappyMoves events over the past four years.