Merry Paycheck by Try/Apt Oslo for DNB Bank

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Merry Paycheck

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Ambient
Market Norway
Agency Try/Apt Oslo
Art Director Stian Johansen
Account Supervisor Arne Eggen
Production Bade Og Oslo
Director Petter Jahre
Art Director Thorbjorn Ruud
Copywriter Janne Brenda Lyso, Petter C. Bryde
Released January 2012

Awards

Eurobest 2012
Promo & Activation Corporate Image & Information Gold
Direct Ambient/Alternative Media Silver

Credits & Description

Category: Titanium and Integrated
Advertiser: DNB - THE NORWEGIAN BANK
Product/Service: BANK
Agency: TRY/APT ADVERTISING AGENCY
Copywriter: Janne Brenda Lysø (TRY/APT Advertising Agency)
Art Director: Stian Johansen (TRY/APT Advertising Agency)
Copywriter: Petter Bryde (TRY/APT Advertising Agency)
Art Director: Thorbjørn Ruud (TRY/APT Advertising Agency)
Account Manager: Kaya Yssen Try (TRY/APT Advertising Agency)
Account Supervisor: Arne Eggen (TRY/APT Advertising Agency)
Director: Petter Jahre (Bade Og)
Sound: Thomas Hukkelberg (Bade Og)
Coordinator: Benedikte Kluge (Bade Og)
Production Company: Bade Og (Bade Og)
Mac Designer: Espen Hornburg (TRY/APT)
Mac Designer: Ole Jakob Boe Skattum (TRY/APT)
Media placement: DNB Telebank - DNBs Telephone Number, 04800 - 1st Of December 2011

Describe the campaign/entry
DNB is the main sponsor of Norway’s most famous choir, the Norwegian Broadcasting Boys’ Choir. The bank wanted to promote the sponsorship, and at the same time DNB wanted to send a Christmas greeting that would stand out. So, we decided to let the choir do what they do best: Sing.

In December 2011 the DNB telebank became the media. The menu is usually read by an automatic, programmed and very plain man's voice.

From December 1st till 27th the Norwegian Broadcasting Boys Choir sang every word of the automatic telebank if you called DNB.

Describe how the campaign/entry was launched across each channel in the order of implementation
To be honest the bank was exited and worried at the same time. They wanted to launch the December telebank by itself. And it worked like a dream. The word spread through social media and word of mouth.

Give some idea of how successful this campaign/entry was with both client and consumer
4.9m people are living in Norway. More than 2m calls were made to the telebank in December alone. Calls were even made by people who were not costumers, but who wanted to hear the choir sing, and other banks costumers response in social medias was truly positive. The sceptics in DNB had the plan ready to 'pull the plug' if the response from the costumers were negative. But the opposite happened: The bank kept the choir singing until the 27th of December, for 3 more days than originally scheduled. This campaign has highly contributed to taking DNB from 'boring' to 'innovative' in the heads of the Norwegian people.

It's important to point out that there were no technical breakdowns of the internet bank or other incidences in December that could have been the reasons for the number of calls made to the telebank.