THE WORLD'S LONGEST GIFT TAG! TO SAVE THE CHILDREN, FROM NORWAY - FROM A TO Z by Apt for Dnb Nor

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THE WORLD'S LONGEST GIFT TAG! TO SAVE THE CHILDREN, FROM NORWAY - FROM A TO Z

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Industry Banking & Financial Services
Media Direct marketing
Market Norway
Agency Apt
Account manager Joachim Skageng
Released November 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DNB NOR
Product/Service: BANK
Agency: APT
Date of First Appearance: Dec 1 2010
Entrant Company: APT, Oslo, NORWAY
Entry URL: http://referanser.apt.no/dnbnor/christmas-present/
Copy: Anders Holm (Apt)
Copy: Sebastian Prestø (Apt)
Project Manager: Lisa J. Canneaux (Apt)
Account manager: Joachim Skageng (Apt)
Flash: Knut Skåla (Apt)
Webdesigner: Marit Viken (Apt)
Webdesigner: Marius Troy (Apt)
3D / Motion: Magne Hage (Apt)
3D / Motion: Ole Bolsønes (Apt)
Scenography: Patrick Svaninger (Apt)
Media placement: One Banner On Corporate Website - Client Website - 01.12.2010

Describe the brief/objective of the direct campaign.
To contribute in the repositioning of the bank DnB NOR. Earlier perceived by many of its consumer clients and prospects as a cold, arrogant business bank. Now to be perceived as a caring, including bank for every household.
Targeting existing clients with big networks of no clients.

Strategy: To engage existing private clients in a Christmas activity out of the ordinary. Using only the bank portal to engage the first seeders of the concept ”Christmas is about giving – not getting”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Visitors to the website were invited to sign their name on”The worlds longest gift tag”. For each signature one Norwegian Kroner (0.13 EUR) was donated by the bank to The Red Cross. As physical proof of the concept, a special printer with a long roll of paper was mounted in a gift box, with cameras feeding real-time every signature that was printed. After signing the label, the user could invite others to join via Facebook. From December 1st to 24th 148.000 unique visitors signed their names creating a 415 meter long label of names. 85% of the traffic was generated through FB.

Explain why the creative execution was relevant to the product or service.

DnB NOR is perceived as being a cold, arrogant and focused on business needed to be challenged by a solution that was warm, including and relevant to “ordinary people”. Many big brands brag about how they contribute to charity and humanitarian organizations. We wanted to make the clients engage in the project, and make the donation as big as possible. The online cameras gave a strong and instant feeling of this, and the sharing functions gave the consumer a social “prize” for their involvement – related to the Christmas season.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With a population of 4.8 million people, 148.000 signatures during 24 days based only on a single banner on the DnB NOR webpage is regarded a big success. The site has a weekly average of 700.000 visits, but statistics show that 87% of the visitors go straight to log-in in order to pay their bills etc. This indicates that 91.000 persons per week were potential “clickers”. Many of who visited the DnB NOR homepage every week during the campaign. 85% of the contributors came from social media. More than 200 blogposts about the campaign was registered during the same period.