Excellent visibility, good branding and increased awareness

Multidata has expanded its business beyond salary administration to include tools for personnel departments and employment law.

Thus the goal of the advertising campaign launched in the spring of 2004 was to:

Create awareness of PersonaleGuide.
Strengthen loyalty among existing customers by confirming that they have chosen the right product.
Increase sales of three brands: DataLøn, MultiLøn and PersonaleGuide.
Make clear which products are available under the Multidata umbrella and stimulate a dialogue between customers in salary administration and human resources departments.

The print campaign consisted of six different ads: three for PersonaleGuide, two for DataLøn and one for MultiLøn. They were placed on a high-frequency rotation basis. The primary media were Erhvervsbladet (a business magazine), Berlingske Business (the business section of a national newspaper) and Børsen (the Danish equivalent of the Financial Times). The MultiLøn ad, "Mileage allowance or per diem reimbursement," which ran in Børsen, was short-listed for the Børsen Bull's Eye Award in 2004. One of the judges made the following comment: "A campaign with humour directed at the CFO and others who are responsible for salary administration. A boring message dramatised through an amusing story."

Pre- and post-testing further documented that the campaign has achieved good visibility, good branding impact and message comprehension, along with increased awareness of PersonaleGuide.