Title	THE 24 HOUR AD BREAK
Brand	DNB
Product/Service	BANK / 24 HOUR CUSTOMER SERVICE
Category	A02. NON-FICTION: SERIES OR FILM
Entrant Company	TRY/APT/POL Oslo, NORWAY
Contributing Company	TRY/APT/POL Oslo, NORWAY
Media Agency	VIZEUM Oslo, NORWAY
Production Company	TANGRYSTAN PRODUCTIONS AS Oslo, NORWAY

Name	Company	Position
Lars Joachim Grimstad	TRY/Apt/POL	Copywriter
Egil Pay	TRY/Apt/POL	Art Director
Arne Eggen	TRY/Apt/POL	Account Director
Diana Jandl Von Hall	TRY/Apt/POL	Account Manager
Janne Espevalen	DNB	Client
Mette Kristin Olsen	DNB	Client
Jonas Grønnern	TRY/Apt/POL	Copywriter
Lars/Kristian Harveg	TRY/Apt/POL	Art Director
Camilla Bjornhaug	TRY/Apt/POL	Copywriter
Preben Moan	TRY/Apt/POL	Art Director
Markus Lind	TRY/Apt/POL	Designer
Martin Klausen	TRY/Apt/POL	Designer
Lisa Canneaux	TRY/Apt/POL	Account Manager Apt
Terje Johnsen	TRY/Apt/POL	Designer
Andrea Eckerbom	Tangrystan	Director
Beate Tangre	Tangrystan	Producer
Rebecca Padoin Schroeder	Tangrystan	Producer
Camilla Von Borcke	TRY/Apt/POL	Account Manager
Thomas Sømoen	TRY/Apt/POL	Developer
Thomas Marriaga	Tangrystan	Editor

The Campaign

In Norway, Branded Content, is quite restricted in national media, and has to be clearly marked.

Results

CHALLENGE: Only 35% of norwegians knew DNB has a 24hour customer service - giving good advice all day and all night. OBJECTIVES: To raise awareness on DNBs 24hour customer service. STRATEGY: We bought every single commercial break - for 24 hours - on Norway’s biggest commercial TV channel, TV2. 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 on TV, creating over two and a half hour of unique user generated branded content. No advice were shown more than once. Every ad break, of course, had reminders of DNBs 24hour customer service - where you get good banking advice all day and night.

The audience were drawn to the content by ads on TV, asking Norwegians to film and share their best advice.

TV2 registered 25% less drop in ratings during ad breaks than usual. Over 200.000 people engaged in social media. (in a country of 5 million people) And best of all: Awareness DNB 24hour customer service increased from 35% to 72%