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The Animals' Own Emergency Number

The Animals' Own Emergency Number | Dnb Bank | Try Reklame
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basics
Industry: Financial & Legal services
Media:Print
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

DNB is Norway's largest bank, but their added role as an insurance company is lesser known.
By finding a uniting cause for every pet owner to engage with regardless of their insurance needs, we were able to create a national movement, covered by every media outlet.

By basing our campaign around thoroughly researched insight into what matters most for animal owners, the general well-being of their pets, we made it possible for an insurance bank to take an advocative role for a greater issue, and get publicity far beyond any ordinary insurance campaign.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

none applicable to this campaign

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Through our campaign, DNB managed to create a national emergency number for animals. The number is fully funded and operational to this day, and have so far helped over 1500 animals in need of immediate help.

Background

Situation:
DNB is Norway's largest bank, but their added role as an insurance company is lesser known. Despite being rated the number one insurer for cats and dogs, the sales did not match up.

Brief:
Increase sales by making DNB animal insurance more well-known for all animal owners in Norway

Objectives:
Increase sales by +400%

Describe the creative idea (20% of vote)

Trough our research, we found a disturbing insight: 9 out of 10 Norwegian pet owners had no idea what number to call if their pet was in urgent need of help. Knowing the client being Norway's largest bank, we knew we had the scale and resources to take an advocative stand for pet owners everywhere and engage them beyond what an ordinary insurance campaign ever could.

The idea:
To give all animals the protection they deserve, DNB set out to establish a national emergency number for animals.

Describe the strategy (30% of vote)

The goal of the campaign was reaching all pet owners across Norway, and while the ages/sexes/demographics varied - they all shared one common trait: their love for their pets. All animal owners are dedicated and engaged with their pets and especially their well-being. We based our media strategy around the existing engagement pet owners already have around their pets.

From meeting them in their own environments with petition stands in dog parks across the country, to leaning into their eagerness to post pictures on social media, we were able to directly reach and engage a much wider audience than any traditional insurance campaign.

Through a clear and engaging call-to-action, we were able to create a campaign where animal owners got involved directly with the campaign

Describe the execution (20% of vote)

Through a large-scale fully integrated campaign, DNB called out for an official 3-digit national emergency number for animals with the initiative “Say Yes to 114”, where the animals themselves could sign the petition. Over a 5 week period, we engaged animals and their owners in every platform possible.

The signatures were handed over to the Justice Department. But since the political process can be slow, DNB decided to take matters into their own hands. After weeks of tense negotiations with veterinarians and politicians across the country, we managed something never achieved before; To gather all 451 local veterinary clinics under one united number.

List the results (30% of vote) – must include at least two of the following tiers:

+1455% sales increase
2.1 million organic impressions
1.4 million social interactions
8704 pets signed the petition and got their paw in our protocol
The petition protocol was handed over to a representative from the Justice Committee
Over 1500 animal owners have gotten the help they needed through our emergency number
The national emergency number we created is still active and being used to this day
The call for an official 3-digit emergency for animals is as of now under discussion at the Justice Committee
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Silver Media
Corporate Social Responsibility (CSR) / Corporate Image
Cannes Lions International Festival of Creativity 2019
Bronze Health & Wellness
Animal Health
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