TRY/APT ADVERTISING AGENCY, Oslo / DNB BANK / 2012
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.
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!
4.9 million people are living in Norway. More than 2 million calls were made to the telebank in December alone. The word spread by the bank customers, who told their friends and families about what was going on, and many calls were even made by people who were not customers, but who wanted to hear the choir sing. The sceptics had the plan ready to 'pull the plug' if the response from the customers was negative. But the opposite happened: The bank kept the choir singing for 3 MORE days then originally scheduled. This campaign has highly contributed to taking DNB from boring to innovative in the heads of the Norwegian people.
TRY REKLAME, Oslo
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