Title	NOTHING™
Brand	DNB
Product/Service	SPARE (SAVINGS APP)
Category	B04. Use of Ambient Media: Small Scale
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Media Placement	VIZEUM Oslo, NORWAY
Production	APT Oslo, NORWAY
Production 2	EINAR FILM & FORTELLINGER Oslo, NORWAY
Additional Company	DNB ITV Oslo, NORWAY

Name	Company	Position
Sebastian Rasch	Try	Art Director
Mads Rolland Krogh	Try	Copywriter
Egil Pay	Try	Art Director
Lars Joachim Grimstad	Try	Copywriter
Preben Moan	TRY	Art Director
Camilla Bjørnhaug	TRY	Copywriter
Anette Bellika Finnager	Try	Art Director
Thea Bjørndal Iversen	TRY	Copywriter
Jeppe Gjesti	Try	Designer
Kristina Skogen	Try	Account manager
Arne Eggen	Try	Account Director

Why is this work relevant for Media?

The campaign actively used media planning as an integral part of the strategy and creative idea. The timing and placement was crucial for the execution of the campaign.

Background

The biggest bank in Norway, DNB, asked us to create a campaign for their savings app ”Spare” (Save). The objective was clear: Get more people to download the app and use it to save money. Savings is a notoriously boring topic, and we decided early on that we needed to do something different to catch people’s attention.

Describe the creative idea/insights

CREATIVE IDEA January is Norway’s biggest sales-month. In 2015, Norway’s Consumer Agency estimated that almost 50% of the population planned to shop during the January-sales. Still, it’s a known fact that most people end up with things they don’t need, all under the guise of “saving” money. We wanted to use the occasion to talk about actual savings. So in January of 2018 we launched our own product: Nothing™ – the product that’s designed to make it easier to put money in your savings account. Simply put, it’s a sexy box of air that you could purchase by saving money. Nothing™ was introduced with a big launch-campaign that attacked consumer-culture as much as it praised itself. And with a web-shop, pop-up shops, and retail placement, we made it possible for people to “buy” a physical box of Nothing™ (by saving money in the “Save”-app).

Describe the strategy

The target audience was fairly wide: Men and women aged 18-50 who planned to shop during the January sales. They are easily carried away by sales-promotion, and are more concerned with how much they “save” on a good deal than the price (or even the product) itself. In essence: Grown people who buy things they don’t really need, whether they’re aware of the fact or not. The strategy became a combination of sympathy and guilt-tripping. “We get that it’s tempting, but be real, you don’t need any of this”. We deliberately spoke to them when and where it mattered/hurt the most: Malls, shopping areas, fashion magazines, and in-between deal-pushing commercials on TV - smack in the middle of the January-sales. We bought the biggest outdoor platforms Oslo had to offer in areas where people shopped, and promoted Nothing™ aggressively.

Describe the execution

Nothing™-boxes was designed and manufactured in time for the campaign to go live in the middle of January. The box was featured in all media platforms. First we talked about it in OOH, print, TV, display banners. Then we made Nothing™ real and allowed people to purchase boxes in pop-up shops, retail placement and on a webshop/campaign site.

List the results

- Daily downloads of the app tripled during the campaign period. - Use of one of the apps main features, “saving goals”, doubled during the campaign period. - For the first time in many years, Norway’s spending on consumer products decreased in the month of January. Whether we had anything to do with it or not, we’re sure our efforts didn’t hurt.