| Title | OPEN SLOPE DAY |
| Brand | DNB BANK |
| Product/Service | REPUTATION & SPONSORSHIP |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
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 |
The Brief
The Brief:
a) Create awareness around the fact that DNB arranges Open Slope Day on the 18th of January. Promote this event, both before, and after the 18th of January.
b) Highlight the fact that over 100 local ski-centres, which mainly are run by volunteers, contribute by handing out free ski-passes. And communicate that their participation and work they do, is vital for Open Slope Day.
Campaign Success
The Campaign was launched through four mini-documentaries, in both traditional and in social media. In the films DNB’s world known spokes persons; the athletes on the National Norwegian Ski and snowboard team, hailed praise to their local ski-centre where they grew up.
DNB had offered the athletes to swap the DNB logo on their ski outfit, with the logo of the their local ski-centers as a way of thanking them, and to promote the local ski-centres participation in “open slope day"
Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion got a lot of attention, and Open Slope Day was “sold out” within a couple of days.
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.
But most importantly DNB got to show their appreciation for all the local ski-centres contribution by giving away their logo placement on the National Norwegian Ski and snowboard teams ski suits.
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”.
Explain why the method of promotion was most relevant to the product or service
The Norwegian bank “DNB”, has arranged and promoted “Open Slope day” for the past three years, a day where Norwegians can ski an entire day for free.
This campaign promoted Open slope day as an event, and it promoted all the local ski-centres that participate and contribute to “Open slope day” - A contribution that is vital to Open Slope Day also in the future.