The archive · PR & Stunts · Marketing decision · 2024–2025
Copenhagen sells relocation with a 'Life Quality Insurance' guarantee
Greater Copenhagen promises newcomers a paid ticket home if they are not happier after moving - 450M+ impressions and sign-ups from 93 countries
Greater Copenhagen Region / Copenhagen Capacity
What it had to solve
The Greater Copenhagen Region, which covers eastern Denmark and southern Sweden, needed international professionals but faced relocation anxiety - moving a family to a small Nordic region felt like an irreversible risk that ordinary recruitment ads could not remove.
How it works
To recruit international talent, the Greater Copenhagen Region - eastern Denmark plus southern Sweden - inverted the usual place-branding pitch. Instead of listing happiness statistics, it offered 'Life Quality Insurance': newcomers who relocated for a job could enrol, and if the move did not improve their quality of life as expected, the region would help pay their way home.
Ogilvy Denmark launched the idea in October 2024 with a campaign film and an enrolment page. The mechanism was deliberately simple - sign up if you are considering the move, relocate for a job, live there, and if you are not satisfied, reach out and your home transportation is covered under published terms. The guarantee turned an abstract selling point ('great work-life balance') into a concrete, newsworthy contract.
Copenhagen Capacity reported 450M+ impressions, 22 million DKK in earned media, applications from 93 countries at 2,800% above the expected benchmark and an estimated ROI above 14,000% - results built on journalists and influencers spreading the money-back idea rather than on paid reach.
The campaign went on to win a bronze at Denmark's Creative Circle Awards 2025 (digital campaigns) and a gold at the Epica Awards 2025 in the Public Services category, which is judged exclusively by journalists, ending with four awards and nine nominations.
Why it lands
- The idea makes the region's core claim testable: instead of asserting happiness, it promises to compensate unhappiness, which is a far stronger proof of confidence.
- The guarantee is inherently newsworthy, so the earned-media machine ran itself - journalists are the Epica jury and gave the campaign gold in Public Services.
- The mechanics are credible because they are real: enrolment, relocation for a job and published terms created a genuine policy, not a rhetorical device.
- The results are quantified and public: 450M+ impressions, 22M DKK earned media, 93 countries and 2,800% above benchmark sign-ups.
What it did
Copenhagen Capacity reports 450M+ impressions, 22M DKK in earned media, sign-ups from 93 countries at 2,800% above target and ROI above 14,000%; the campaign earned a Creative Circle 2025 bronze for digital campaigns and an Epica 2025 gold in Public Services - four awards and nine nominations in total.
What you can take
When the barrier is perceived risk, stop listing benefits and underwrite the risk instead - a money-back promise can turn a hesitant audience into sign-ups and journalists into carriers of the story.
Since then
Through 2025 the campaign collected a bronze at Denmark's Creative Circle Awards (digital campaigns) and a gold at the Epica Awards (Public Services), plus further nominations - four awards and nine nominations in total. Copenhagen Capacity publicly framed it as proof that bold place branding can deliver cultural and economic impact, with Ogilvy Denmark and co-funding from Interreg Oresund-Kattegat-Skagerrak credited for the tone and execution.
Sources
- Greater Copenhagen Region makes relocation low-risk with the world's first 'Life Quality Insurance'
- Copenhagen Capacity wins bronze at Creative Circle Award 2025
- Copenhagen Capacity wins Gold at Epica Awards
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