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Campaign
11.11.2025
5 min

Introducing the
Friend Recruiter Program

Do you know a friend who could really use a job here? 

Recruit them for a job in the world's happiest place and win a trip to visit!

the story

behind the campaign

The Greater Copenhagen Region, comprising eastern Denmark and southern Sweden, is renowned for its exceptional work–life balance, a culture founded on trust, flat hierarchies, and ample time for friends, family and hobbies after work. With a 37-hour workweek and a minimum of five weeks of paid vacation, people here enjoy a balance that allows both their careers and personal lives to thrive.

And we want everyone to benefit from these conditions.

Through The official Friend Recruiter Program, we invite individuals to recruit a friend who doesn’t love their current job to the region.

The mechanics are simple: 

Sign up to become a Friend Recruiter and share your job-unhappy friend’s email with us (with their consent, of course), and all that the recruited friend has to do is check out their career possibilities via our Career Portal (and hopefully find the job of their dreams right here in the region) 

And the best part is that both the recruiter and their recruited friend automatically get the chance to win a trip to the region, offering them a glimpse of what their new everyday life could be.

 

Case film

 

 

Video credit: Oglivy Denmark

Campaign Results

Estimated reach of 450 million views
1.400+ sign ups by internationals from 93 different countries across the globe
Earned media value of 22 million DKK (ca. 3 million EUR)
Benchmarks outperformed by 2,800%. 

Awards Won

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Silver Lion in the category "Challenger Brand"

 

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Creative Circle Award in the category "Advertising & Digital Advertising - Digital Campaigns"

Shortlisted

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In the category "Digital Branding"

 

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Creative Circle in the categories "Advertising & Digital Advertising - Earned Media" and "Advertising & Digital Advertising - Promo & Activation / Digital"

 

 

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Cannes Lion in the category  "Consumer Services / B2B"

Get in touch

with us

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Maria H. Sverka

Marketing Director,

Copenhagen Capacity

msv@copcap.com +45 29 81 98 05
Copenhagen Capacity_Marketing_Claudia Bednorz

Claudia Bednorz

Marketing Manager,

Copenhagen Capacity

clm@copcap.com +45 50 19 66 33

This campaign was brought to life in collaboration with Oglivy Denmark and financed by Københavns Kommune.

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