Creating an effective ad campaign hinges on two major things: creativity and budget. While you don’t necessarily need the latter to launch a great campaign, Norwegian bank DNB put theirs to use a month ago.
The goal of the campaign was to drive awareness to the fact that they offer 24/7 customer service. Instead of running a four week campaign, they put their entire budget into purchasing all the ad space on a major channel for 24 hours.
While this alone is pretty clever, they took it even further. The DNB marketing team crowdsourced 3,000+ video clips from various citizens giving helpful and sometimes random advice.
Advice ranged from “Put empty mussels in the soil. It nourishes the flowers, and they grow faster.” to “Don’t watch Netflix until 6 a.m. if you have to get up at 8 a.m.”
The goal behind this was to make the ads relatable and fun. Making them enjoyable to watch would not only drive create better awareness for their service, but make viewers think of DNB in a positive light.
According to their agency Try/Apt the results speak for themselves. The agency says that this campaign resulted in doubling awareness of the service to more than 70% in this 24 hour period. That’s quite a boost for such a short amount of time.
One thing to look out for will be any follow-up studies going forward. It would be interesting to see how these numbers would have compared to a four week campaign.
Modern advertising is in an interesting place right now. Half of the industry wants to stick with the old-school methods, and half wants to try fun new things. This is a great example of something creative and unique that also drives great result. Advertising at it’s best, doesn’t feel like advertising.
Use this as inspiration for making some great ads!