Problem: 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.

As the leading bank in Norway, DNB realised they had a great opportunity to channel their size as a bank into an ambitious project for social responsibility.

The goal was reaching all pet owners across Norway, and create a campaign that would increase awareness in general and sales with at least +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 idea for the campaign came when we started treating their animals 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 - they struggled to find the right number to call in case of an emergency.

The breakthrough moment came when we conducted a nationwide survey that showed that 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.

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

Until established through this campaign, there was no official or nationwide emergency number for animals.