Nationwide Anniversary Campaign with High Reach

ZEG celebrated its 60th anniversary with a large-scale nationwide campaign. The activation included prospect distribution campaigns, out-of-home advertising, radio campaigns, as well as SEA and paid media activations. The campaign achieved a planned reach of around 45 million contacts with a media value of approximately €2 million.

Sweepstakes Activation with an Emotional Travel Connection

As part of the anniversary campaign, we developed and implemented the digital sweepstakes mechanics, including the campaign platform. Together with VisitDenmark, the “Wheelness” concept was brought to life emotionally, showcasing the connection between cycling culture, nature, and slowing down in a way that resonated with the target audience.

The microsite served as the central hub for the entire sweepstakes communication, combining information, participation, and partner integration within a high-impact platform.

Activation Across Multiple Communication Channels

The sweepstakes campaign was fully integrated into ZEG’s broader anniversary communications and extended across numerous touchpoints. These included online marketing measures, social media content, newsletter communication, as well as POS and retailer activations.

The result was a high-impact anniversary activation that successfully combined a passion for cycling, travel inspiration, and modern brand communication.