The Danish technology company Idura provides solutions for digital identification, authentication, and electronic signatures. As a certified MitID broker, Idura enables users to log in to digital services using MitID.
How do you break into a market with major competitors?
Idura was among the first to develop solutions for eID and therefore had both technical expertise and many years of experience with digital identity. However, the company was a small player in a market dominated by major competitors, where trust is crucial.
As part of an ambitious growth strategy, the PR objective was to translate the company’s specialized knowledge into visibility and credibility among the companies and decision-makers Idura wanted to reach.
PR addressing the problem before the product
In collaboration with Idura, we developed a PR campaign in which the stories focused on current issues such as digital fraud and regulation rather than on Idura’s products.
Both Idura’s management and technical specialists participated in the press outreach. Among others, a senior software engineer contributed expertise from his work at the OpenID Foundation. This gave the media access to specialized knowledge about the international standards underlying digital identity.
We also collaborated with external partners to make technical stories more relatable and relevant to a wider audience. For example, there was widespread media interest when Idura’s “Sikker Samtale” solution was integrated with MobilePay, which is used by approximately 4.7 million Danes.
72 media mentions and a voice in the debate on eID
The PR campaign generated media coverage for Idura among its key target audiences and reinforced the company’s position as a trusted Danish player in the eID sector.
In the first year, the media campaign resulted in 72 editorial mentions, including 13 in Computerworld, 9 in Ingeniøren, and 8 in ITWatch.
Selected coverage
We’re Drowning in Compliance, While the Fraudsters Keep Running – Børsen
MobilePay and MitID Launch New Feature – Computerworld
We Need an Independent MitID Watchdog – Finans/Jyllands-Posten
“Media coverage raised the profile of our expertise”
“Coverage in editorial media can translate into credibility in our industry. Our customers want to do business with someone who is well-established in the industry and trustworthy. Press coverage helps make it clear that our expertise is relevant on a societal level, not just at the product level. That’s highly valuable.”
At first, we weren’t sure how much of an impact PR could have for a small company like Idura. But the press coverage just kept pouring in. It gave us both visibility and a place in relevant discussions, where our specialists could contribute their expertise. At the same time, our analyses show that editorial coverage plays a key role in visibility in AI searches, so PR has only become an even more important channel for us.”
Katrine Mølgaard Thielke, Vice President of Marketing and Communications at Idura.
In short: Experts aren’t just found in management
In technical markets such as Iduras, valuable expert knowledge can also be found outside the executive suite. The company’s specialists can offer the media perspectives that are hard to find elsewhere.
About Idura
Idura has been working with digital identity since 2013 and today helps businesses and organizations with secure digital identification and electronic signatures. Among other things, its solutions are used for secure identification during phone calls, where a customer can verify their identity using MitID while the call is in progress.
The company provides solutions across several European markets and supports a range of European eIDs. In 2024, the company was acquired by the Norwegian firm Stø.
The PR Toolkit in Use at Idura
- Thought leadership: Opinion pieces and interviews
- Stakeholder involvement in PR stories
- Joint opinion pieces with relevant stakeholders
- Product news
- PR for the launch of a new company name/brand/identity
- In-house events: Panel discussions for editorial media featuring invited speakers, as well as invitations to journalists
- International PR through Kemp & Kjær’s partners in Finland and Norway
Do you have knowledge that more people should be aware of?
Let’s turn your specialized knowledge into stories that make you visible to the right audiences.
Contact Jakob Kemp Hessellund
jh@kempkjaer.dk | +45 4038 4586