How do you market round-the-clock customer service? If you're Norwegian bank DNB, you buy all of the ad space on one channel in a 24-hour window, and fill it with advice from your country's citizens.
The marketer crowdsourced some 3,000 clips from the public. And on Sept. 19 it aired 1,000 of them once each—totaling about two-and-a-half hours of content. That included pretty solid gems of wisdom, like it's a bad idea to stay up all night watching Netflix, and the classic winner, "Always look on the bright side of life" (alas, whistling not included).
In the case study, agency Try/Apt (also onetime matchmaker to George Clooney and shepherd to a singing goat) claims some pretty impressive results, like doubling awareness of the service to more than 70 percent overnight. And if the usual rotation of late-night commercials in Norway gets anywhere near as hairy as in the U.S., DNB scored a major victory just by knocking them off the slate for a day.
Then again, anyone who stayed up until 6 a.m. watching Netflix wouldn't have to worry about that.
