| Title | YOUNG AGAIN |
| Brand | DNB |
| Product/Service | BANK |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
VIZEUM Oslo, NORWAY
|
|
Production Company
|
MEXIKO MEDIA Oslo, NORWAY
|
Credits
| Lars Joachim Grimstad |
TRY |
Copywriter |
| Egil Pay |
TRY |
Art Director |
| Eirik Sørensen |
TRY |
Art Director |
| Finn Eidam Knudsen |
TRY |
Copywriter |
| Arne Eggen |
TRY |
Account Director |
| Camilla von Borcke |
TRY |
Project Manager |
| Aina Lemoen Lunde |
DNB |
Client |
| Janne Espevalen |
DNB |
Client |
| Mette Olsen |
DNB |
Client |
| Jens Bull |
Mexiko Media |
Producer |
| Kristian Westgaard |
Mexiko Media |
Producer |
| Margret Bergheim |
Mexiko Media |
Director |
| Terje Johnsen |
TRY |
Graphic Designer |
| Odd Sprakehaug |
Mexiko Media |
Photographer |
| Jan Kristian Haavi |
Apt |
Designer |
| Linda Tillier |
Apt |
Digital Producer |
Brief Explanation
Young people in Norway hear it all the time: They’re a lazy, self-absorbed and ungrateful generation. As a bank, we interact with young customers every day – and our experience is quite different. We wanted to show young people that DNB understands their lives and problems. They are a bank that takes pride in giving their young customers the bank's best terms and conditions.
Results and Effectiveness
• YOUNG AGAIN had more than 900.000 views, 70% of them unique – meaning more than 10% of Norway followed an advertising campaign by choice.
• Average viewing time on episodes: 4:38
• YOUNG AGAIN was the most searched keyword at Norway's biggest website, VG, that week.
• Car loans and -insurance to young people both increased with 30% in one week.
• DNB increased in awareness on being the best bank for young people and now leads the other banks by 10%
Creative Execution
TVCs and pre-rolls teased the series. The episodes were branded content on Norway's biggest news site, VG. Banners around the web series had specific offers to young people. DNB's Facebook page had outtakes and bloopers from the series, of course using retargeting etc. On DNB's net bank we reminded young costumers that DNB gives young customers the bank's best terms and conditions.
Insights, Strategy and the Idea
The target audience was young Norwegians from 18 to 35. Television has had a rapid decline with young Norwegians, so we decided to make our own web series on Norway's biggest news site, VG, that has a young demography. We also showed the episodes and extra material on DNB's Facebook page, targeting young people in specific.