The Greater Copenhagen Region, a government-funded business development organisation, needed to attract international talent to the area – but convincing someone to come and live somewhere new isn’t easy. It’s a hugely risky decision, because how can anyone be sure that their new life will make them happy until they’ve tried it? Well, the only way to reduce their risk… was to take on a little risk of our own. Life Quality Insurance destroyed relocation anxiety with a world-first innovation – literally guaranteeing the happiness of people who were brave enough to uproot their lives. We attracted over 1500 applications from 93 countries, beating benchmarks by 2800%. That’s alongside the 700 mentions in worldwide press coverage from international media outlets, adding up to a potential reach of 456 million and more than 22 million DKK in earned media.