What does it take to convince skeptical Danes to download the Rejsekort app?
What does it take to convince skeptical Danes to download the Rejsekort app?
What does it take to convince skeptical Danes to download the Rejsekort app?
Client
Rejsekort & Rejseplan A/S
We were inspired by "Mansplaining" and used it as a humorous device to dismantle the barriers for Danes to download the Rejsekort app.
Client
Rejsekort & Rejseplan A/S
We were inspired by "Mansplaining" and used it as a humorous device to dismantle the barriers for Danes to download the Rejsekort app.
Client
Rejsekort & Rejseplan A/S
We were inspired by "Mansplaining" and used it as a humorous device to dismantle the barriers for Danes to download the Rejsekort app.
Challenge
A barrier analysis from 2024 conducted by Epinion for Rejsekort & Rejseplan A/S showed that about 3 out of 5 saw it as a barrier of great significance that their mobile could lack either battery or coverage, which can be a crucial barrier to downloading the Rejsekort app. At the same time, 45% believed that sharing location data was of great or crucial importance to their willingness to download the app.
Challenge
A barrier analysis from 2024 conducted by Epinion for Rejsekort & Rejseplan A/S showed that about 3 out of 5 saw it as a barrier of great significance that their mobile could lack either battery or coverage, which can be a crucial barrier to downloading the Rejsekort app. At the same time, 45% believed that sharing location data was of great or crucial importance to their willingness to download the app.
A barrier analysis from 2024 conducted by Epinion for Rejsekort & Rejseplan A/S showed that about 3 out of 5 saw it as a barrier of great significance that their mobile could lack either battery or coverage, which can be a crucial barrier to downloading the Rejsekort app. At the same time, 45% believed that sharing location data was of great or crucial importance to their willingness to download the app.
Solution
We made the barriers the focal point for two campaign films. By translating “mansplaining” to “travel card splaining,” we articulated the common barriers through people who, with over-technical, very confident, and comically serious explanations, assert that there is no reason for concern.
The campaign was rolled out through Burst 1, weeks 14-17 2025 via the transport companies' own platforms as well as the advertising effort for Your Public Transport.
The initiative was broadly targeted via platforms such as YouTube, TV 2 Play, and social media. Simultaneously, it was displayed in the travel context via the transport companies' information screens. Currently, Danes are encountering the campaign's second stream all around Denmark right now.
Solution
We made the barriers the focal point for two campaign films. By translating “mansplaining” to “travel card splaining,” we articulated the common barriers through people who, with over-technical, very confident, and comically serious explanations, assert that there is no reason for concern.
The campaign was rolled out through Burst 1, weeks 14-17 2025 via the transport companies' own platforms as well as the advertising effort for Your Public Transport.
The initiative was broadly targeted via platforms such as YouTube, TV 2 Play, and social media. Simultaneously, it was displayed in the travel context via the transport companies' information screens. Currently, Danes are encountering the campaign's second stream all around Denmark right now.
We made the barriers the focal point for two campaign films. By translating “mansplaining” to “travel card splaining,” we articulated the common barriers through people who, with over-technical, very confident, and comically serious explanations, assert that there is no reason for concern.
The campaign was rolled out through Burst 1, weeks 14-17 2025 via the transport companies' own platforms as well as the advertising effort for Your Public Transport.
The initiative was broadly targeted via platforms such as YouTube, TV 2 Play, and social media. Simultaneously, it was displayed in the travel context via the transport companies' information screens. Currently, Danes are encountering the campaign's second stream all around Denmark right now.
Contact us
Cathrine Frederiksen
Director of Strategy, Insights & Analysis
Contact us
Cathrine Frederiksen
Director of Strategy, Insights & Analysis
Contact us