Molslinjen – Denmark’s leading ferry operator with 15 million annual guests – has redefined customer engagement and shattered misconceptions about ferry travel costs. Through a creative concept, smart blend of data-driven strategy, advanced personalisation, and seamless omnichannel execution, Molslinjen not only enhanced its brand perception but also achieved significant revenue growth.
Although the ferry service offered unparalleled comfort and convenience, many potential customers still believed that ferry travel was more expensive than driving, particularly over the Great Belt Bridge. This misconception was deeply ingrained, affecting customer decision-making and leading to lower-than-expected ticket bookings. Despite offering a superior travel experience, Molslinjen was often perceived as the more expensive option.
Recognizing the urgent need to address these challenges, Molslinjen, with the leadership of Chief Marketing Officer Birgitte Kold Ingwersen, embarked on a strategic journey to reshape customer perceptions and drive business growth. The strategy centred around the concept of personalisation, leveraging advanced data analytics and omnichannel marketing to deliver tailored experiences that resonated with individual customers. To execute this personalisation strategy, Molslinjen leveraged Agillic’s advanced personalisation platform to deliver individualised communication across multiple channels.
How much could each individual actually save from taking the ferry instead of driving across the bridge connecting Jylland and Sjælland? Depending on exactly where you live – this can be a totally different number. Not to mention how nice it is to sit with legs up and enjoy a snack as opposed to waiting in a line of cars because of yet another road construction queue…
Leveraging Agillic, Molslinjen elevated their customer communication strategy. By integrating geographical and postal code data with Agillic’s capabilities, they precisely calculated and communicated individual cost savings for choosing ferry travel over driving across the Great Belt Bridge.
This personalisation strategy, developed in collaboration with Nørgård Mikkelsen and s360, transformed raw data into actionable insights. Customers received tailored messages across various touchpoints, showcasing exact figures on potential savings and convenience benefits specific to their travel routes.
Agillic’s dynamic data and content model ensured seamless integration of customer insights, enabling highly relevant communications. The platform’s real-time data orchestration allowed Molslinjen to deliver consistent, personalised content.
This approach not only empowered customers to make informed decisions but also positioned Molslinjen’s ferry service as a cost-effective and comfortable alternative to driving. The strategy’s success lay in its ability to address individual customer needs with precision, communicating with data-driven personalisation to overcome price misconceptions and drive business growth.
“We’re grateful to Nørgård Mikkelsen, s360 and Agillic for their efforts and contribution in realising our strategy. Our joint collaboration and the technology involved have been instrumental for us to unfold the full potential.”
Birgitte Kold Ingwersen
CMO, Molslinjen
Within a few months of launching the digital calculator, Molslinjen recorded over 50,000 calculations, translating into direct revenue exceeding DKK 2 million (€~270k). With the strategic use of personalised marketing, personalised email campaigns delivered 45% more sales compared to one-size-fits-all and Molslinjen’s overall business index surged to 115. Top-of-mind awareness increased by 25%, unaided awareness by 30% Net Promoter Score (NPS) saw +55.5% rise.
In Danish Digital Awards 2024, Molslinjen was the big winner with 5 golds and The Jury’s Special Prize went to Nørgård Mikkelsen with the “It pays to take Molslinjen” campaign.
In conclusion, the success of Molslinjen’s personalisation initiative serves as a proof of the transformative impact of smart use of data, collaboration and technology. By harnessing the unique strengths of their agency partners of s360 and Nørgård Mikkelsen and the personalised execution power of Agillic, Molslinjen has overcome a big strategic challenge and generated robust business growth.
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The event will be held in the Hall of Carlsberg. You will find it by entering at the VIP- entrance 52A, which is placed in the middle of section A on the draft below. The meeting area is upstairs.
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