Julekalender (Advent Calendar)
- Brand
- Danish Cancer Society
- Year
- 2019
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Playable
Objective
The Danish Cancer Society (Kræftens Bekæmpelse) wanted a reason to stay in front of supporters every single day through December, using that daily contact to explain what the charity actually does — including its Kræftlinjen helpline — rather than making one holiday appeal and moving on. The campaign was built to turn that attention into a bigger base of leads and marketing permissions, plus new members and donations, going into the new year.
Solution
Players open a single calendar page where only today's door is unlocked; the rest stay sealed until their date arrives. A one-time sign-up captures consent to be contacted, and from then on each visit is quick: read a short question about the Danish Cancer Society — its history, leadership, or services like the Kræftlinjen helpline — and answer it. Getting it right enters the player into that day's prize draw, and the next screen offers two options: join the organization as a member, or pay 100 kroner (about €14) to enter the season's grand prize draw for a €6,700 travel gift card. The player then leaves and returns the following day to a freshly opened door with a new question and a new daily prize on offer.
Results
The calendar drew 180,000 clicks and 15,000 average daily participants over its run, converting into 51,400 leads — 25,000 of them brand-new contacts to the organization. Around 30,000 people had already opted into daily reminder emails before the calendar even opened, and none of them unsubscribed from those emails or withdrew marketing consent during the campaign. On the day its question covered the Kræftlinjen helpline, visits to the helpline's website jumped from a typical 20 to 1,872.
- 1
Ahead of December 1st, the game is promoted across the brand's social channels, paid ads, display, and email, and players can opt in early to receive a daily reminder email for each new door.
- 2
The player lands on a Christmas-themed calendar page showing 24 numbered doors, one for each day of December, with only the current day's door unlocked.
- 3
To take part, the player fills out a registration form and ticks a consent checkbox; entry is free, open only to those 18 and older, and closed to the organization's staff and their households.
- 4
Opening the day's door presents a trivia question about the charity itself — its history, people, or services, such as its Kræftlinjen support helpline.
- 5
The player answers and immediately sees whether they are right, alongside educational content about the organization's work tied to that day's topic.
- 6
A correct answer automatically enters the player into that day's prize draw, with a new prize drawn every one of the 24 days.
- 7
After answering, the player is offered a choice: become a member of the charity, or buy an entry ticket into the calendar's grand prize draw.
- 8
Choosing the grand draw costs the player about €14 per ticket, entering them for a gift card worth about €6,700 toward an overseas trip.
- 9
A reminder email each following day brings the player back to open the next door, repeating the loop across all 24 days.
- 10
Winners are contacted directly, their names are published on the charity's website, and prizes are shipped out in early January.
