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Sunset Boulevard: SoMe activation
Make love
not likes

Make love
not likes

When branding and social media form a synthesis

How will you get heard in the market when you do not have the size of your competitors? This is the challenge that Sunset Boulevard is facing. To find the most ideal spot in which to be, when you cannot possibly be all over the place is a very delicate task. And, to Sunset, this spot is: Facebook. Because here, owing to the medium's multiple options for segmentation and target direction, we can get quite close to the target group and, thus, be right on target, sending the individual a highly specific message.

Don´t be pushy, be nice

The strategy of Sunset Boulevard's presence on Facebook is clear: less tactics; more sentiment. Every posting must generate a reaction. There must be room for emojis. Emojis that may represent a smile, a recognisable situation or a craving for something that looks mouth-watering. The most important thing is that we strike a chord with our users which will make them feel that time spent with Sunset is time well spent.

Branding creates sales

When working with softer messages, Sunset will become more relevant to the target group. Establishing relevance, we generate involvement and increased time spend. And this is precisely what makes Sunset top-of-the-mind, creating a cool brand image – and, in the end, this is what will send burgers over the counter.

+100,000 transactions within a year

2015 vs 2016

Linie aquavit:Global re-positioning
From Norwegian traditionalist to New Nordic explorer

From Norwegian traditionalist to New Nordic explorer

THE WORLD’S OLDEST AND MOST PREMIUM AQUAVIT

LINIE is the world’s oldest aquavit and is known for its unique maturation process on the sea. Ever since its origins in 1805, every drop of LINIE has sailed around the world in sherry casks, crossing the equator twice. It’s this long journey that gives LINIE its soft, inimitable taste.

But the brand needed to be communicated in a more novel way that also appealed to a younger target group. Therefore, we repositioned LINIE from being a traditional Norwegian spirit to being the contemporary Nordic premium aquavit.

WE FOCUSED ON THREE THINGS IN THE NEW FORM OF COMMUNICATION

Increasing the product’s premium character

by giving it a more modern and exclusive look targeted at a younger and trendier segment.

More storytelling

about LINIE’s unique journey – because one of the things we discovered was that many people don’t actually believe that LINIE is matured at sea.

Creating new occasions to enjoy LINIE.

So that LINIE could go from being something you drink neat to being an ingredient in a delicious cocktail, for example on a Friday night out.

AN INTEGRATED CAMPAIGN

But how did we do it? We developed the ‘Explore LIFE. Explore LINIE’ platform and an integrated campaign in which we constantly encourage and inspire people to explore life and the soft, unique taste of LINIE. All to add extra value to their experience of the brand.

The ‘Explore’ advert shows lots of occasions in which people enjoy LINIE, and all sorts of surprising things you can explore around the world. And of course it tells the inspiring story of the LINIE brand.

A GLOBAL WEBSITE

A new global website is the gateway to the digital exploration of the brand. Here you’ll find surprising facts, stories about the craftsmanship behind LINIE, and recipes for food and drinks. This digital world mainly uses Facebook as a platform to activate and interact with various target groups online. But Instagram is also an important element in the campaign. There LINIE encourages people to share their own exploration using the hashtag #ExploreLINIE.

Matas: Launch campaign
Humorous BEAUTY-UNIVERSE is a major digital hit

Humorous BEAUTY-UNIVERSE
is a major digital hit

ALIVE AND INSTA-FRIENDLY PROFILE

Plaisir Young Skin is targeted at women in their 20s. As to skin care, this is an overlooked target group, as the industry has generally focused on the impure skin of the teenager and the mature woman's worries about wrinkles. Thus, the challenge was to create a design and a universe that would appeal to a new target group – a target group with a busy schedule, a ditto timeline and a critical attitude to anything suggesting conventional advertising.

The premise of this strategy was a universe that would primarily work on Matas' own platforms and, in particular, on social media. Hence, top models and pseudo-scientific promises of efficiency were rejected in favour of an attention getter represented by playful and live elements accompanied by cheerful music – focused on essentials expressed in brief #-texts.

A YOUNG DESIGN

Quite in line with the spirit of the target group, the products contain neither perfume nor other superfluous chemistry. Our design is simple and graphic. Though retaining references of the mother brand's rhomb-shaped graphics, it stands out with an identity of its own – an identity targeted at the young.

ALWAYS IN MOTION

The universe was developed to facilitate easy production of small and unpretentious stop-motion films that will be effective on the digital media. All is handmade – no cheating! (Bonus info: It took two men and an AD one long weekend to fold Flamingo, Pineapple and Camera, and 150 different rhombuses.)

"It is a universe that works terrifically on the social media as it is constantly in motion and as it is so very different from other skin-care series. Succeeding in generating growth – not only with respect to the new products, but for the entire series in general, Young Skin has provided a boost to the Plaisir brand."

- Dorthe Vaabengaard, Brand Manager, Matas

Bygma: Brand positioning
A strong profile demands a strong focus

WE REDEFINED THE TARGET GROUP AND STRENGTHENED THE BUSINESS

The relaunch of the Bygma brand was about more than communication.

WHEN YOU TRY TO BE EVERYTHING TO EVERYONE, YOU END UP BEING NOTHING TO NO ONE

There was a time when Bygma traded with everyone from major contractors to single old ladies. As a result the chain ended up not representing anything in particular.

In close cooperation with Bygma’s management, we decided to target the construction professionals, knowing that this would also attract the most ambitious do-it-yourself people – a segment with a lot of purchasing power.

Radical changes to improve the brand’s position

Creating a strong position for a brand is more than a communication task. In Bygma’s case, it meant making radical changes in the stores.

THE STORES WERE RELOCATED

THE STORES WERE REMODELLED

THE PRODUCT RANGE WAS UPGRADED

THE STAFF WERE GIVEN MORE TRAINING

‘The explanation for this year’s impressive results lies in the group’s ability to focus and position the business.’

Managing Director Peter H. Christiansen in ‘Dagens Byggeri’

Inspiration: Digital sales campaign
WINNER OF THE BEST DIGITAL CAMPAIGN E-COMMERCE AWARD 2017

WINNER OF THE BEST DIGITAL CAMPAIGN E-COMMERCE AWARD 2017

WHEN DANES NEED INSPIRATION

When Danes need inspiration, they pull their phones out of their pockets. They check their little companions up to 200 times a day – half the time for no other reason than to keep up to date.

This is where the window to the consumers’ attention is.

Nørgård Mikkelsen’s Mobile Publicator is a powerful tool for getting your messages directly out to your potential customers. The method is based on creativity and effective ad placement in close and cost-efficient interplay with the consumer.

GOODBYE TO THE MAILBOX – HELLO TO THE MOBILE

Do you need to run a sales campaign, introduce new trends and products for the Christmas season, or start up a new business activity?

The Mobile Publicator is an effective platform that increases the ‘quality time’ your brand spends with the consumer.

The results can be seen in a high level of perceived value, a positive influence on brand perception and an increased flow of consumers to your business.

VINDER AF FDIH E-HANDELSPRISEN 2017

The campaign’s results also convinced the jury of Denmark’s largest award for digital commerce, the E-Commerce Award. We won in the category of Digital Campaign of the Year. The jury stated that: ‘Inspiration has reinvented the industry’s traditional form of marketing. The strategy is sharp and well-executed.’

SEE MORE AT THE DANISH ASSOCIATION OF E-COMMERCE (FDIH)

‘LEAFLETS ARE THE MAIN PROMOTIONAL MEDIUM WE USE TO ATTRACT PEOPLE TO OUR SHOPS HERE AND NOW, BUT THEY’RE BECOMING LESS EFFECTIVE AND OCCUPYING THE CONSUMER’S ATTENTION FOR SHORTER PERIODS OF TIME. THIS MEANS THAT THE COST OF MAINTAINING CONTACT WITH THE CONSUMER RISES.’

Frank Sørensen, Managing Director, Inspiration.

download whitepaper

Download our free whitepaper, where we review how a shift from offline media promotion to a digital mobile strategy has increased Inspiration’s sales index and segment coverage, and reduced time consumption.

download now
Rynkeby: Brand campaign
It is wiser to make sense, than making a good offer

People remember, what you make them feel

The strongest juice brand of Denmark is under pressure

New competitors are popping up and running constant price promotions in stores, and consumers don’t know why they should choose one juice rather than another.

Together with Rynkeby, we therefore decided to return to the company’s core values and take a more emotional route. That’s why you won’t see a single Rynkeby product in the new Rynke advert. But you will see the kinds of values Rynkeby stands for – and how you can help make a difference.

The motto “doing good” must be practised, not just preached

“Secret Friend” is a simple story about how, by choosing Rynkeby, you’re not just doing something good for yourself: you also support Team Rynkeby and the fight against children’s cancer.

The advert is based on Rynkeby’s new brand platform, where we’ve made “doing good” the focal point. We’ve done so based on the conviction that it’s more powerful and valuable to express what you’re passionate about than to employ tactics or USPs that can easily be copied.

For Rynkeby, “doing good” isn’t a marketing stunt.

It’s a basic belief that everything you do should help make the world a little better. This applies to everything from the way Rynkeby makes its products to its support for Team Rynkeby.

Rynkeby covers all Team Rynkeby’s costs, so everything that’s collected can be passed on directly. Through the years, this has amounted to 209 million kroner.

1.5 million views in two weeks

If you have a story that makes sense to the target audience, you can give it wings on the internet. After 14 days, “Secret Friend” has had more than 1.5 million unique views and received many positive comments.

There’s no doubt that we’ve struck a chord with our emotional approach. Although we don’t say a word about products or quality, after watching the advert no less than 33% of consumers say they are willing to pay more for a product from Rynkeby.

Jørn Falk, Marketing Director, Rynkeby

Chr. Hansen: Global Employer Branding
Global internal campaign fans the flames of passion

Global internal campaign
FANS THE FLAMES OF PASSION

Common ground creates ripples

Chr. Hansen is one of the world’s leading manufacturers within Bioscience – with more than 3.000 employees in 32 countries. With the many different fields of expertise, it can prove a challenge to create an understanding of the other divisions within the company.

We wanted to achieve and feel the passion through the employees’ own stories. Together, we created a pride campaign spreading across their global intranet, social media and print, engaging all employees in the company – from warehouse to management, from Denmark to Australia.

A contagious work satisfaction

The employee stories quickly spread through the intranet and onto social media, providing Chr. Hansen with their best results in reputation measurements ever.

We shared the passion with 3.000 employees – and ended in the top 20 most popular workplaces.

“The campaign strengthened the internal pride in the company – and ended externally, so that we by this year’s results already reached our 2020 ambition for employer branding”.

- Camilla Lercke Odgaard, Head of Media Relations & Corp. Branding, Chr. Hansen

L’EASY: Brand campaign
A wise brand strategy focuses on more than just price

It’s not just for fun that we let Luffe and Sjanne entertain the nation

A DAILY JOY FOR A SMALL AMOUNT A MONTH

If you want to create a good business, a strong brand is vital. With adverts featuring Luffe, Sjanne and Peter the delivery man, we’ve created one of Denmark’s strongest brand universes.

It’s based on the insight that it is not rational arguments and prices that count when you shop with L’EASY, but the opportunity to get what you want – here and now.

BECAUSE VIEWERS IDENTIFY WITH LUFFE AND SJANNE, WE CAN BE VERY DIRECT IN OUR COMMUNICATION...

LUFFE AND SJANNE ORDER AND PETER DELIVERS

But the business model is also solid, because no brand can survive on customer sympathy alone. With the ‘Peter concept’, L’EASY has removed all hassle for customers:

‘THE LUFFE AND SJANNE BRAND UNIVERSE HAS NOW EXISTED FOR SIX YEARS, AND WE’VE KEPT DEVELOPING IT SO PEOPLE ARE STILL GETTING INVOLVED AND IDENTIFYING WITH THE STORIES. AND WE’RE NOT SEEING ANY DECLINE IN THEIR EFFECTIVENESS.’

Kasper Kjærsgaard Jensen, Client Service Director, Partner

Kohberg: Product launch
The recipe for
a successful launch

The recipe for
a successful launch

There was enough bread. But innovation was in short supply

The supermarkets’ bread sections badly needed a boost. Consumers wanted more innovation and good arguments for choosing one type of bread over another. At the same time, the trend of avoiding carbohydrates was at its peak.

ACTIVE PROTEIN

So together with Kohberg, we set out to create a genuinely new product: a moist, tasty bread for active people based on a strong trend that hadn’t yet hit the bread shelves:

Protein!

An active spokesperson

An active bread for the active consumer requires a similarly active figurehead. Active Protein Bread was developed in cooperation with Team Denmark and Denmark’s swimming star Jeanette Ottesen as the spokesperson.

‘Active Protein Bread accounted for more than half the total turnover of all our new products ... and brought home DKK 34 million in its product category within six months.’

Source: The Nielsen Company

Food planning and consumer insight as innovation tools

It’s not just the bread category that needs innovation. Everyone who wants to differentiate themselves from their competitors has to find a way to create innovation with the consumer at the centre. Our food-planning model makes it easy to spot market opportunities and potentials and give recommendations for a future product range and growth strategy.

Solar: Digital service innovation
It’s time to let the customers shine

It’s time to let the customers shine

WHOLESALE AND LOGISTICS HAVE CHANGED

To get ahead of the market, you need to put the customer’s needs at the centre. Wholesale companies that base their work on their customers’ needs are 60% more profitable than companies that don’t have this mindset. Together with Solar, we’re on a mission that’s all about creating value for customers far beyond the traditional business model.

TOGETHER WITH SOLAR, WE SHED LIGHT ON WHAT MAKES A DIFFERENCE

We free up time for Solar’s customers so they can focus on running their core business.
Be an active and helpful source for the right choice of lighting.
We help Solar’s customers acquire more orders in a tough market.

‘NØRGÅRD MIKKELSEN HAVE BEEN GOOD AT TRANSLATING OUR BUSINESS STRATEGY INTO A VISIONARY AND USER-FRIENDLY DIGITAL SOLUTION. THEY’VE ALSO BEEN GOOD AT HELPING US ON OUR CREATIVE JOURNEY AND PERSISTENTLY FOCUS ON CREATING VALUE FOR THE CUSTOMER.’

Thomas Hestbæk, Marketing Manager for Lighting, Solar Denmark

Diversity. Even the word tastes good.

We’re strategic and creative digital natives, but first and foremost we’re an innovation and communication agency that builds strong brands.

Our goal is quite simple: We want to create value for people and growth for brands.

That’s why our culture is based on diversity, and our way of working is open and hybrid. We believe that incorporating different perspectives creates better solutions.

WE BELIEVE IN DYNAMIC BRANDS

STRONG BRANDS ARE DYNAMIC BRANDS

Every morning we wake up to a new world. Beliefs and behaviours change. Everything moves faster. Therefore, we’re always looking at brands from new perspectives and putting them in new contexts. Because we believe that strong brands are dynamic brands. They need to evolve and move forward with an unstoppable drive and a desire to create value for people.

We call our brand process ‘value innovation’. By adopting new perspectives, we create the innovation and creative communication needed to build strong, value-adding brands in a constantly changing world.


That’s why our motto is: Customer Value = Brand Growth

A CHALLENGE IS LIKE A CHRISTMAS TREE. IT SHOULD BE SEEN FROM MANY ANGLES.

Our way of working is designed to create value for people and growth for brands.

This is our value innovation process:

customer

value

Research & planning

creative

innovation

ideation

compelling

activation

execution

The ability to ask the right questions is vital to finding the right solution.

OUR VALUE INNOVATION IS THEREFORE ALL ABOUT PERSPECTIVES

By looking at the challenge from several angles and seeing it in a new light, we gain a better understanding of it. This enables us to identify the real problem and formulate the type of customer value we need to create.

ACROSS MARKETING, MEDIA AND TARGET GROUPS.

We’re full-service, we’re cross-media, we’re creative, we’re innovative, and we think laterally, across all categories:

integrated

campaign

Creative Campaign - Film - Print - DigitalOmnichannel communication - Creative strategy

sales

marketing

POS Communication - Shopper MarketingCampaign activation

brand

design

Corporate Identity - Package design -Brand strategy - Customer Experience Design

digital

Website development - UX DesignDigital Transformation - Social Media

dialogue

direct

CRM Loyalty - CEM - Inbound Marketing

innovations

lab

Customer Experience Innovation - Product development - Innovation strategy

MEET SOME OF THE BRANDS THAT BELIEVE IN US

  • ACTAVIS
  • ALLERGAN
  • ARLA
  • Bygma
  • Carletti
  • Chr. Hansen
  • COOP Danmark
  • D:E:R
  • Din Tøjmand
  • Dyrup (Gori)
  • EASIS
  • Ecostyle
  • Fri BikeShop
  • Frie Funktionærer
  • Fynske Bank
  • Garant
  • Gislev Rejser
  • Group VH
  • Haribo
  • Honda
  • Inspiration
  • Invita
  • Katrine & Alfreds tomater
  • Kohberg
  • Kohberg foodservice
  • L'EASY
  • Landbrug & Fødevarer
  • Le Courage
  • Linie Akvavit
  • Matas
  • Mejeriforeningen
  • Merrild Kaffe
  • Odense Marcipan
  • Odense Sport & Event
  • RGS 90
  • Rose Poultry
  • Rynkeby Foods
  • SBS Automotive
  • Scandinova
  • SFC Communication Ltd.
  • Solar Danmark
  • Sunset Boulevard
  • T. Hansen Gruppen
  • TV 2 Fyn
  • Unilever Danmark
  • Vega Salmon
  • Yousee

get in touch

+45 7020 2065
info@nmic.dk

Englandsgade 24 DK-5000 ODENSE

Vesterbrogade 10, 4. sal DK-1620 COPENHAGEN

work with us

We don’t work for our customers, we work with them. Because without working closely together, we can’t create real value and build strong brands. Call us and let’s find out if we’re a good fit.

Camilla Nordqvist

+45 2164 4201 cn@nmic.dk

Kasper Kjærsgaard Jensen

+45 2284 0454 kasper@nmic.dk

work for us

We are a group of more than 80 specialists who are passionate about building innovative and dynamic brands.

If you want to join our team, tell us a little about yourself and show us what you can do. Write to careers@nmic.dk

who do you need?

Alexander MacKenzieCreative Trainee alexander.mackenzie@nmic.dk6314 4723
Anée Danevig PlangeMedia Planneranee@nmic.dk 6314 4692
Anja FriboAccount Manageranja@nmic.dk 6314 4642
Birgit UssingSenior Project Managerbirgit@nmic.dk 6314 4671
Birgitte BerggrenSenior Creativebib@nmic.dk 6314 4663
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Birgitte WorkAccount Managerbirgitte@nmic.dk 6314 4641
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Camilla Cosmus ErnstProject Managercamilla.cosmus@nmic.dk 6314 4722
Camilla NordqvistClient Service Director & Partnercn@nmic.dk 2164 4201
Christian BøghSenior Creativechristian@nmic.dk 2833 0057
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Esben EhrenreichCreative Directoree@nmic.dk6314 4611
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Hanne HarboStrategic Food Planner & Partnerharbo@nmic.dk 6314 4661
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Henrik RewesDigital Directorhenrik.rewes@nmic.dk 4252 2223
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