Title	YOLOBRAIN
Brand	DNB
Product/Service	DNB YOUNG
Category	G05. Cultural Insight
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Production	ONE BIG HAPPY FAMILY Oslo, NORWAY

Name	Company	Position
Marius Aasen	TRY	Art Director
Susanne Hovda	TRY	Copywriter
Ingrid Linjordet	TRY	Project Manager
Trine Olsen	TRY	Project Manager
Jeppe Gjesti	TRY	Designer
Arne Eggen	TRY	Account director
Magnus Snickars	TRY Apt	Designer
Tommy Lybekk	TRY	Designer
Elisabeth Søråsen	TRY	Planner
Nicklas Hellborg	TRY Apt	Designer
Andreas Vevle	TRY Apt	Project Manager
Henrik Faltin	One Big Happy Family	Production manager
Helene Hovda Lunde	One big happy family	Post producer
Mone Mikkelsen	One Big Happy Family	Producer
Stian Smestad	One big happy family	Director
Torben Traaseth	Storyline	Motion Design

Why is this work relevant for Brand Experience & Activation?

Young Norwegians are familiar with banks and parents telling them to think more long-term with their money. We turned the tables and invited our target audience to help us find out why we are so short-sighted and emotionally driven with money. The multi-channel science project inspired more than 15 % of all young Norwegians to actively participate in our surveys and experiments. Allowing the audience to experience our brand in a whole new way, drove affinity and made DNB the most preferred bank among young Norwegians.

Background

DNB is the largest bank in Norway, but its position among young Norwegians has been under attack by other competing banks for several years. As a result, DNB lost its position as the most preferred bank for young Norwegians. Our brief was to win back this position in the young target group and at the same time improve their saving habits. Our objective was to increase downloads of the DNB savings app, to get the target audience to set savings goals and start saving. Our position in the target segment would be measured pre - and post-campaign.

Describe the creative idea (20% of vote)

Why is it so hard to save money? As it turns out, our brains are at fault. So we teamed up with young Norwegians to combat our common enemy, the YOLOBRAIN. We created a digital and multi-channel science project, aiming to find out why we think short-term with our money, and find out if we could trick our yolobrains into thinking more long-term.

Describe the strategy (20% of vote)

Our strategy was to target the social behaviour of young Norwegians, specifically their impulsive spending habits, and the focus on money, fashion and lifestyle in their digital lives. We wanted to ask the right questions, instead of providing all the answers. So we decided to inspire engagement through dialogue, and communicate with young Norwegians on their own terms, in their own visual language.

Describe the execution (30% of vote)

The project was launched on TV and social media, with fast-paced visuals and a mixed-media style film, fronted by Norwegian influencer and reality celebrity Adrian Sellevoll, a flying brain, and a talking alpaca. Films and tactical ads on youtube and social media, prompted the audience to do a digital test, and find out if they have yolobrains. We then followed up with articles and social media polls, where we retargeted users that were engaged to show them research results. We also created an experiment, to see if we could trick yolobrains into thinking long-term by tempting with something short-term. Or in other words, we gave the audience a free soda if they started saving. And 91% of them did. Further on, we created a podcast where Norwegian celebrities and influencers were invited to discuss their own yolobrains. Everything was gathered on the website dnbung.no.

List the results (30% of vote)

The campaign inspired our target audience to participate, but the measured results show that the campaign also inspired them to improve their own saving habits. Ultimately leading to a strengthened position for DNB, making them the most preferred bank among young Norwegians. 15% of the target audience actively participated in the scientific research 130.000 unique visitors to the website / 21% of the target audience visited the website dnbung.no 45.000 completed the 27 question test / 7.5% of the target audience completed the 27 question test 40% conversion rate of ads 30% more downloads of the savings app from DNB 30% more savings goals created in the app 91% started to save for something long term after

Please tell us about the cultural insight that inspired the work

Social media has become a great influence on young Norwegians spending habits. They are constantly exposed to peers having the time of their lives, always wearing the latest fashion, travelling, partying and buying expensive things. This increased pressure has led many young Norwegians to spend more money than they have, and the use of credit cards are increasing. They simply cannot afford the lifestyle that they aspire to. They live in the moment, without thinking about long-term consequences. In other words, they are yolobrains.