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%.
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.