From Metro to Blockbuster: Launch of the biggest film success of the winter

Nordisk Film wanted to create an extraordinary promotional campaign for the final Department Q film "The Limitless". The goal was to develop a groundbreaking metro campaign that would act as the focal point for a massive influencer activation leading up to the film's premiere and establish it as the definitive cinema experience of the winter.

When Nordisk Film approached us with their ambitious vision, we saw an opportunity to demonstrate how outdoor advertising could push traditional boundaries.

Our strategic approach focused on:

• Transforming the metro into an interactive storytelling arena
• Creating synergy between offline and online channels to position the film as a major blockbuster
• Leveraging our extensive network and expertise to maximise exposure
• Enabling direct audience interaction with the film's narrative

When creativity meets 360° Multi-Channel

Drawing on our extensive expertise, we expanded the Department Q universe through extensive integration of:

• Our premium outdoor advertising placements and digital screens
• Strategic partnerships with Nordisk Film Biografer + Kino.dk
• Innovative influencer events and social media amplification
• Interactive storytelling focused on "Who murdered Alberte?"

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Metro takeover Nørreport Station

Utilising our deep understanding of urban advertising dynamics, we carried out a complete transformation of Nørreport Station into "The Boundless". Our team created the perfect urban backdrop for a cult-themed procession that brought the film's narrative to life in an unprecedented way.

Experience design

Our creative solution involved:

• Coordination with influencer Mette Marie Lei Lange and approximately 30 other influencers
• Our employees played robed characters to create an authentic cult atmosphere
• Provision of wireless headphones for an immersive audio experience
• Facilitating actor Afshin Firouzi's role as a cult leader during the metro ride
• Seamlessly connecting the experience from Nørreport to the gala premiere at Dagmar Theatre

Digital solutions

Our comprehensive approach included:

• ‍PlayableGame Integration: Sophisticated crime-solving game with 10 free cinema tickets as prizes ‍
• Partnership Activation: Support for Nordisk Film Biografers newsletter to 554,000 subscribers and social media reach across 334,700 combined followers ‍
• Kino.dk Collaboration: QR code integration on our outdoor locations linking to character galleries and exclusive content

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Result: ‍ ‍ ‍ Result

Audience success

• Best opening weekend for a Danish film since Chequered Ninja 2
• 85.923 tickets sold in the opening weekend
• 70% increase compared to Marco Effect

Campaign reach & engagement

• 1.6 million estimated contacts during the campaign week through metro presence
• An additional 1 million exposures through integrated outdoor advertising

Social media impact

• 101 pieces of content (97 Instagram stories + 4 posts)
• 1.461,768 total Instagram views (1,318,252 Instagram story views + 6,760 Instagram post interactions)

Nordisk Film Cinemas: Newsletter sent to 551,145 recipients (48.5% open rate)

• 17.002 participants in the Department Q puzzle
• 465.179 social media views

Kino.dk: Doubled paid advertising reach in premiere week

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When effort pays off

This campaign showcases Bauer Media Outdoor's innovative approach to the Metro as both advertising medium and experiential revenue - and how traditional outdoor advertising can be extended to create brand experiences across multiple channels. By transforming public transport into an interactive storytelling platform, we demonstrated in close collaboration with our client how our expertise can elevate a message and campaign and push conventional boundaries.