DFDS Seaways - Advertising Creative Case Study

DFDS Seaways has provided passenger shipping for more than 140 years, with a fleet considered to be one of the largest in northern Europe and today carries 1.4 million passengers a year on a fleet of five modern passenger liners between Denmark, Holland, and Great Britain.

DFDS Seaways enlisted the help of Silverbean to design and produce a series of display advertising campaign banners which would feature on a number of high traffic advertising portals such as Hotmail, MSN and The Travel Channel.

There were three sub advertising campaigns. Two sub campaigns promoted DFDS Seaways' Mini Cruises to Amsterdam at key booking times in Autumn and Christmas. The third sub campaign focussed on promoting the benefits of using DFDS Seaways' as a 'Gateway to Europe'. Importantly, this had to clearly communicate that DFDS Seaways is a more an inexpensive, attractive and relaxing mode of transport for those travelling to Europe.
What help and expertise did you receive?

Silverbean worked with DFDS on conceptual storyboard ideas that could be used to best communicate the benefits of using DFDS Seaways as a gateway to Europe. We had to pack a lot of information into the 'Gateway to Europe' display advertising creatives; and doing that within the file restrictions was incredibly hard.

The campaign was a fantastic triumph.

"This banner campaign was a success, it not only created online brand awareness but improved the showcasing of our full product portfolio to a wider audience. Silverbean took the brief with consistency of approach and there was full integration with our offline communications. The banners had a good click through rate and there was an overall healthy revenue and return on investment for this campaign." Andrew Cooper, Web Marketing Executive, DFDS Seaways.

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