Promote the sponsorship of The Norwegian Broadcasting Boys Choir
DNB (The Norwegian Bank)
Issue 23 | June 2012
Agency
TRY/Apt
Creative Team
Petter Bryde, Thorbjorn Ruud, Janne Brenda Lyso, Stian Johansen
Production Team
Producer: Baade Og
Other Credits
Espen Hornburg, Kaya Yssen Try, Arne Eggen
Date
December 2011
Background
DNB is the main sponsor of the Norwegian Broadcasting Boys Choir.
They saw an opportunity to promote their sponsorship in an unexpected but relevant setting.
Idea
When you ring the bank, the automated response system is usually a single voice talking you through the menu of your options.
At Christmas, the bank got the choir to sing their automated responses. If you called the bank, every single word of the telebanking menu was sung to you in glorious harmony.
Results
2 million people called the bank in December. The population in Norway is 4.9 million.
Our Thoughts
Banks aren't normally known for their innovative marketing. Which is why this idea stands out even more than if it had been configured for a Coke machine or an Ikea store. And in such an inclement time and place as Norway in December, it must have warmed the hearts of all who heard it.