By aligning our campaign with what matters most for animal owners, the well-being of their pets, we made it possible for an insurance bank to take an advocative role for an issue we knew already engaged animal owners across the country.

The reassurance of an engaged target audience allowed us to carefully orchestrate a media strategy based on the knowledge that animal owners everywhere would willingly and actively take part in the campaign.

Through inventive and non-traditional media channels, we were able to create ways for animal owners to engage with the campaign on every imaginable platform.

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%

Working on the campaign strategy, we found that the existing rational communication around pet insurance missed something important - that the target audience of animal owners saw their pets as part of their own family. The answer came when we started treating the cause as importantly as we would have for any other member of the family.

Through our research, it became clear there was a recurring issue facing pet owners who had found themselves in serious situations with their pets: we conducted a survey that found that 9 out of 10 pet owners had no idea what number to call if their pet needed immediate help.

As the leading bank in Norway, DNB realised this could be a great opportunity to channel their size as a bank into an ambitious project for social responsibility. Together with DNB, we set out to establish the first national emergency number for animals.

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.

By choosing to channel the media strategy towards advocating and fighting for an important issue for the target market, putting our hard-sell strategy aside and focusing on the general well-being of all animals, we managed to prove to everyone why DNB is the number one animal insurer.

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 reach and engage a much wider audience than a traditional insurance campaign.

Together with DNB, we set out to establish a national emergency number for animals.

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.

+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

In a critical situation concerning someone you love, it's easy to panic. You want to get them help as soon as possible, and that's why every country in the world has made calling for help incredibly easy and quick. A three digit official emergency number that everyone can remember and call 24/7 for immediate help.

But there is one family member who doesn't have a number like that - your pet. There are numbers to call, but they vary based on location and opening hours, and they're impossible to remember by heart. Based on the cultural insight of the importance of a universal emergency number, we created the initiative to install one for animals everywhere.