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Young Again

basics
Industry: Financial & Legal services
Media:Miscellaneous
Market:Norway
Style: Minimalism
credit
Brand:
Agency:
Copywriter:
Art Director:
Design:
Account Supervisor:
Account Manager:
Producer:
Director:
Other credit:Digital Producer: Linda Tiller
Client: Aina Lemoen Lunde,Janne Espevalen
Client: Mette Olsen
descriptioncnen
Execution
• YOUNG AGAIN, a 7 episode web series aired the very same week the experiment happened. Editing was done at night, to implement a new episode the following day. • Every episode ended with DNB offering young customers the banks best terms and conditions. On web banners surrounding the content, young customers could read more about DNB's offers. • The audience could also follow the experiment live on social media, since Magne also had to take over all of Peter's social media accounts. DNB's Facebook page showed cut-outs and other custom made material.
Synopsis
DNB wanted to show that they understand young people and their problems. They are a bank that takes pride in giving their young customers the bank's best terms and conditions. Young people in Norway hear it all the time: They’re a lazy, self-absorbed and ungrateful generation.
Campaign Description
Young people in Norway hear it all the time: They’re a lazy, self-absorbed and ungrateful generation. So we let Magne, a stubborn 58 years old man, swap life with Peter, a 22 years old student, for one week. Magne quickly found out that being young in 2015 wasn't quite as easy as he thought.
Relevancy
DNB made an original 7 episode web series targeting young people.
Outcome
• YOUNG AGAIN had more than 900.000 views, 70% of them unique – meaning more than 10% of Norway followed an advertising campaign by choice. • Average viewing time on episodes: 4:38 (Over 60% saw the whole episode)• YOUNG AGAIN was the most searched keyword at Norway's biggest website, VG, that week. • Car loans and -insurance to young people both increased with 30% in one week. • DNB increased in awareness on being the best bank for young people and now leads the other banks by 10%.
Strategy
The web series aired on Norway's biggest news site, VG. TVCs has had a rapid decline in reaching young people in Norway, and branded content fit perfectly to our target group.
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Media
Use of Branded Content created for Digital or Social Media
Cannes Lions International Festival of Creativity 2016
Shortlist Media
Financial Products & Services
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