| Title | OPEN SLOPE DAY |
| Brand | DNB BANK |
| Product/Service | REPUTATION & SPONSORSHIP |
| Category |
C07. Corporate Image & Communication |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
VIZEUM Oslo, NORWAY
|
|
Production Company
|
MOTION BLUR Oslo, NORWAY
|
Credits
| Eirik Sørensen |
TRY |
Creative |
| Finn Eidam Knudsen |
TRY |
Creative |
| Terje Johnsen |
TRY |
Designer |
| Rickard Roslund |
TRY |
Designer |
| Arne Eggen |
TRY |
Account Director |
| Camilla von Borcke |
TRY |
Project Manager |
| Lisa Canneux |
APT |
Project Manager |
| Janne Espevalen |
DNB |
Client |
| Mette Olsen |
DNB |
Client |
| Camilla Forberg |
DNB |
Client |
| Even Gabrielsen Wetten |
DNB |
Client |
| Kavar Singh |
Motion Blur |
Director |
| Espen Horn |
Motion Blur |
Executive Producer |
| Henrik Zwart |
Motion Blur |
Editing |
| André Chocron |
Motion Blur |
Editing |
| Tor Kristian Liseth |
Motion Blur |
Production Manager |
| Jonas Lisether |
Motion Blur |
Editing |
| Henrik Haagensen |
Henrik Haagensen |
Music |
Brief Explanation
The Norwegian bank DNB has arranged “Open Slope Day” for three years, a day where Norwegians can ski an entire day for free. But to make it happen, over one hundred ski-centres have to give away ski passes for free.
To ensure “Open Slope Day”, also in the future, DNB wanted to give something back to the ski-centres.
We turned to DNB’s world known spokes persons; the athletes on the National Norwegian ski- and snowboard team.
We offered them to swap the DNB logo on their outfits, to the logo of the their local ski-centre where they grew up.
Results and Effectiveness
DNB’s “Open Slope Day” is highlighted as a success in the FIS (International Ski Federation) World Snow Day 2015 Press Release.
74 local newspapers wrote about the campaign.
After the event 71% said they had a better perception of the brand DNB.
When Silje Norendal won the gold medal in the X-Games in front of millions of TV viewers, she didn’t do it with a DNB logo on her board and helmet - she did it with her local ski-centre “Kongsberg”. And when Kjetil Jansrud entered the podium in the World Championship, he wore the “Kvitfjell” logo with pride.
Creative Execution
The documentaries where screened prime time on TV, and when the athletes shared the films through their social channels, the campaign got over 800 000 views on Facebook alone.
But the most important part of the campaign was to use DNBs logo placement in a new way. By giving the ad-space away, the athletes couldn’t just hail prise to their local ski centre by words, but with action – In front of millions of viewers world wide.
Insights, Strategy and the Idea
Through four mini-documentaries aired on Norway's largest commercial TV channel, the athletes hailed praise to the ski-centre they grew up. And to show how grateful DNB was for the ski-centres contribution to OSD, the athletes also revealed their new “main sponsor”, whom they would represent during X-Games and the World Championships. The athletes also shared the films through their own social channels for millions of followers to see.