Kriminalforsorgen

Entering a world within

Client: Kriminalforsorgen

Key Focus: Recruitment campaign

With applications for prison officers down, Kriminalforsorgen needed a branded campaign to capture potential recruits and challenge misconceptions behind the realities of the work. Three initiatives – a gamified interactive campaign, an influencer mini-series, and an immersive VR experience – helped bring players and viewers behind prison walls. The initiatives culminated in a truck, which drove throughout Denmark, allowing Danes around the country to enter a world within Denmark's top security prisons.

+31.000.000

Media impressions during campaign period

4 min

Average time spent on campaign

+151.193

New users on site

+50.000

Visitors participated in the truck

+500.000

Players went through the interactive scenarios

+13.200.000

Media impressions with influencer mini-series

Inthefirstinitiative,amobile-firstscenariogametookplayersthroughsixconflictsbasedontrueevents.Playersweretaskedwithtakingactiontobecomesuccessfulprisonofficers,andaftereachdecision,arealprisonofficerdebriefedandrankedaplayer'sdecisionsaccordingly.Thedigitaluniverseputplayersintotheshoesofprisonofficers,helpingilluminatewhathappensinsomeofDenmark'stopsecurityprisons.

Inanimmersive360°experience,viewerscouldexploretwoofDenmark'smostsecureprisonswhilelisteningtorealstoriesfromguards.TheVRExperiencewasintegratedinsideaneventtruckalongsidetheinteractivescenariogame,infoboards,andseveralprisonofficersrecruitingpotentialcolleagues. ExploreVestreFængselin360°VRbelow.

ExploreStorstrømFængselin360°VR

Togivethepublicaglimpseintotheeducationanddailydutiesofaprisonofficer,themini-series“Adayintheuniform”followedfourinfluencerscompetingagainsteachotherinteams.Theinfluencersparticipatedintrainingandtests,competingtobenamedthebestprisonguardteamoftheday.Theseriesgaveviewersauniquelookintowhatittakestotrainandworkasanofficerandgarneredover13.200.000mediaimpressionsduringthecampaign.

Campaignsite

Kudos to

Client lead / Patrick Rønning

Lead developer / Christoffer Skytte Wielsøe

Lead creative / Nikolaj Trane

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