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GUERRILLA MARKETING

‘Giant bench’ campaign gives a unique perspective on climate change

By our News Team | 2022

Danish broadcasting company finds a hard-hitting way to remind Copenhagen city residents how global warming could change their lives.

Climate change is much talked about. But, with so much clutter in this space, how does a brand that wants to make a statement ensure that it stands out from the crowd?

TV 2 Denmark, a Danish broadcasting company, recently decided it wanted to do its bit for the environment while at the same time ensuring it could grab the attention of the public, the mainstream media, and go viral on social media as well.

Guerrilla Marketing

Photo credit: TV2 Denmark

In collaboration with the municipality of Copenhagen, Denmark’s largest city, TV2 opted to place 15 benches in prominent places in the city. What made the benches special – and gave them guerrilla marketing appeal – is that they were around four times higher than your average bench!

The aim was to emphasise how sea levels, according to a recent United Nations report, are expected to rise by up to one meter by 2100 if global warming continues. 

Warning that flooding will be an everyday event

To emphasise the point, a copper plaque was fixed to the benches and read: “Flooding will become part of our everyday life unless we start doing something about our climate.”

Copenhagen, like the rest of Denmark, is especially prone to any potential effects of a rise in sea and river levels because it is such a low-lying area. Therefore, the campaign had a special resonance with locals.

The guerrilla OOH strategy is being supported by a TV spot, outdoor, print ads and an influencer campaign consisting of well-known Danish actors, artists, musicians, designers and famous architect Bjarke Ingels.

Denmark has taken a strong stance on reducing carbon emissions and is considered a pioneer in sustainable decarbonization. It has a goal of decreasing its emissions by around 70% in 10 years.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.