DNB Bank: THE 24 HOUR AD BREAK

Credits & Description:

CLIENT DNB
PRODUCT BANK/24 HOURS CUSTOMER SERVICE
ENTRANT TRY/APT/POL OSLO, NORWAY
TYPE OF ENTRY PRODUCT & SERVICE
CATEGORY FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
TITLE THE 24 HOUR AD BREAK
PRODUCT/SERVICE BANK/24 HOURS CUSTOMER SERVICE
ENTRANT COMPANY TRY/APT/POL OSLO, NORWAY
ADVERTISING AGENCY TRY/APT/POL OSLO, NORWAY
MEDIA AGENCY VIZEUM OSLO, NORWAY
PRODUCTION COMPANY TANGRYSTAN PRODUCTIONS AS OSLO, NORWAY
LARS JOACHIM GRIMSTAD TRY/APT ADVERTISING AGENCY COPYWRITER
EGIL PAY TRY/APT ADVERTISING AGENCY ART DIRECTOR
ARNE EGGEN TRY/APT ADVERTISING AGENCY ACCOUNT DIRECTOR
DIANA JANDL VON HALL TRY/APT ADVERTISING AGENCY PROJECT MANAGER
JANNE ESPEVALEN DNB CLIENT
METTE KRISTIN OLSEN DNB CLIENT
JONAS GRØNNERN TRY/APT ADVERTISING AGENCY COPYWRITER
LARS/KRISTIAN HARVEG TRY/APT ADVERTISING AGENCY ART DIRECTOR
CAMILLA BJORNHAUG TRY/APT ADVERTISING AGENCY COPYWRITER
PREBEN MOAN TRY/APT ADVERTISING AGENCY ART DIRECTOR
MARKUS LIND TRY/APT ADVERTISING AGENCY WEB PAGE ART DIRECTOR
MARTIN KLAUSEN TRY/APT ADVERTISING AGENCY DESIGNER
LISA CANNEAUX TRY/APT ADVERTISING AGENCY ACCOUNT MANAGER APT
TERJE JOHNSEN TRY/APT ADVERTISING AGENCY DESIGNER
ANDREA ECKERBOM TANGRYSTAN DIRECTOR
BEATE TANGRE TANGRYSTAN PRODUCER
REBECCA PADOIN SCHROEDER TANGRYSTAN PRODUCER
THOMAS SØMOEN TRY/APT/POL DEVELOPER
THOMAS MARRIAGA TANGRYSTAN EDITOR
CAMILLA VON BORCKE TRY/APT/POL ACCOUNT MANAGER
Results and Effectiveness
TV2 registered 25% less drop in ratings during ad breaks than usual. Over 200.000 engaged in social media. And best of all: Awareness DNB 24hour customer service increased from 35% to 72%.
Creative Execution
MEDIA INSIGHT & CREATIVITY: As in the rest of the world, TV has a decline when it comes to creating attention. The big insight was to use TV - a traditional media - in a whole new way: Buying every single ad break for 24 hours. Prior to the big day (and night), we ran TVCs telling about the project and invited Norwegians to film and contribute their best advice.
Insights, Strategy and the Idea
CHALLENGE: To increase awareness about DNBs 24 hour customer service. TARGET AUDIENCE: Primarily DNB customers. Secondary all of Norway. CUSTOMER INSIGHT: We all need good advice, both when it comes to money and in life in general. Especially at night, when our worries often comes to life. RELEVANCE: We provided good advice for our TV audience - for 24 hours. THE IDEA: We bought every single commercial break - for 24 hours - on Norway’s biggest commercial TV channel. And we invited all of Norway to film and share THEIR best advice – on everything from A to Z. We received over 3000 clips of advice, and showed over 1000 clips - creating over two and a half hour of unique content. No advice were shown more than once. Every ad break had reminders of DNBs 24hour customer service - where you get good banking advice all day and night.