BriefIn our consumer-driven world, how can a bank break through the noise of deal-pushing advertising to talk about the exact opposite? Launch a competing product. In DNB’s campaign to encourage saving money, they pushed customers to spend money on Nothing. Customers could “buy” a physical box of nothing (by saving money in the bank’s “Save” app) online, in pop-up shops, and in retail placements. 

The more money people saved, the bigger box of Nothing they got.
Campaign Nothing™
Advertiser DNB
Brand DNB Spare

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PostedNovember 2018
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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