DNB Bank Promo, Case study MERRY PAYCHECK by Try/Apt Oslo

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MERRY PAYCHECK

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Norway
Agency Try/Apt Oslo
Director Petter Jahre
Art Director Stian Johansen, Thorbjorn Ruud
Copywriter Janne Brenda Lyso, Petter C. Bryde
Account Supervisor Arne Eggen
Released December 2011

Credits & Description

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

Insights, Strategy & the Idea
DNB is the main sponsor of Norways 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 mans voice. From December 1st till 27th the Norwegian Broadcasting Boys Choir sang every word of the automatic telebank if you called DNB.

Creative Execution
The telebank has never been used as a creative space. Ever. It's been read by an automatic voice for many years, and there was of course many in the bank who were very afraid "to mess with what our costumers are very used to". However, when you have the perfect media channel, you have your own costumers calling and it's Christmas, let's do it. The bank realised that this was the perfect opportunity for them to stand out in a category which is usually very strict. The word spread through social media and word of mouth: You have to call 04800 - now!

Results and Effectiveness
4.9 million people are living in Norway. More than 2 million calls were made to the telebank in December alone. The word of the campaign spread, and many calls were even made by people who were not costumers, but who wanted to hear the choir sing. The sceptics 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 three more days then originally scheduled. This campaign has highly contributed to taking DNB from boring to innovative in the heads of the Norwegian people.