THE ANIMALS' OWN EMERGENCY NUMBER
|THE ANIMALS' OWN EMERGENCY NUMBER
|A11. Consumer Services
TRY REKLAME Oslo, NORWAY
TRY REKLAME Oslo, NORWAY
TRY OPT Oslo, NORWAY
TANGRYSTAN Oslo, NORWAY
|Robin Idland Krüger
|Press Relations consultant
|Director of Photography
|Malin Elisabeth Lindberg
|Karen V. Madsen
Why is this work relevant for Brand Experience & Activation ?
By basing our campaign around thoroughly researched insight into what matters most for animal owners, the well-being of their pets, we made it possible for an insurance bank to take an advocative role for an issue we knew already engaged animal owners across the country.
That reassurance allowed us to create not only a campaign that would have a strong brand building role for DNB, but through a clear and engaging call-to-action, the animal owners (and their pets) willingly and actively took part in the campaign.
DNB is Norway's largest bank, but their added role as an insurance company is lesser known. Despite being rated the number one insurer for cats and dogs, the sales did not match up.
Increase sales by making DNB animal insurance more well-known for all animal owners in Norway
- Increase sales by +400%
- Engage Norwegian pet owners and remind them that DNB has the #1 pet insurance.
Describe the creative idea
We found that the existing rational communication around pet insurance missed something important - that the target audience of animal owners saw their pets as part of their own family. The answer came when we started treating the cause as importantly as we would for any other member of the family.
Through our research, it became clear there was an recurring issue facing pet owners who found themselves in serious situations with their pets: a survey showed that 9 out of 10 Norwegians had no idea what number to call if their pet needed urgent help.
As the leading bank in Norway, DNB realized this could be a great opportunity to channel their size as a bank into an ambitious project for social responsibility. To ensure that all animals get the protection they deserve, DNB called out to establish the first national emergency number for animals.
Describe the strategy
The goal of the campaign was reaching and engaging all pet owners across Norway, and while the ages/sexes/demographics varied - they all shared one common trait: their love for their pets.
All animal owners are dedicated and engaged with their pets and especially their well-being.
We based our media strategy around the existing engagement pet owners already have around their pets. From meeting them in their own environments with petition stands in dog parks across the country, to leaning into their eagerness to post pictures on social media, we were able to reach and engage a much wider audience than any traditional insurance campaign.
Describe the execution
Through a large-scale fully integrated campaign, DNB called out for an official emergency number for animals. We launched with a national TVC, and followed up immediately with a nationwide petition that the animals themselves could sign.
Going beyond just traditional channels like TVC and online films, we reached out the target audience through more inventive channels like roadshow petition events and dog runs. We built a strong link between our brand and our audience through engaging content on every platform - from custom snapchat filters to dog park events.
We also went beyond advertising media channels and made a more important one of our own: Together with the Norwegian Animal Protection Alliance, DNB created a fully operational emergency number for animals - basing it on the same setup as the police emergency number where you based on your location and time, will connect to the closest veterinary clinic.
List the results
+1450% sales increase
2.1 million organic impressions
1.4 million social interactions
8704 pets signed the petition and got their paw in our protocol
Over 1400 animal owners have gotten the help they needed through our emergency number
The national emergency number we created is still active and being used to this day
The call for an official 3-digit emergency for animals is as of now under discussion at the Justice Committee