By basing our campaign around thoroughly researched insight into 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.

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

We also created a nationwide emergency number that put every pet owner in direct contact with immediate help in case of an emergency.

none applicable to this submission

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.

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%

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.

Together with DNB, we set out to establish a 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.

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

By choosing to channel the media strategy towards advocating and fighting for an important issue for the target audience, 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.

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