Super Transparency

Recently Nordnet, a Scandinavian financial institution, had an advertisement that had all the stereotypical bank ad parts. There was the attractive businessman walking around the office, he would shake hands with people, and talk confidently about statistics and things. But what set this commercial apart was that they acknowledged all these stereotypes. In fact, they did more than just acknowledge them, they exploited them. They had an actor blatantly say at the beginning, “I am an actor paid $8,000 to do this commercial” and then he went on to point out the previously mentioned stereotypes. It was all done in a very sarcastic and funny manner.

This may seem like a very odd tactic for a bank to use, but when you find out what their strategy was in doing this it actually makes a lot of sense. They decided that if they had a commercial that was completely transparent about its production then making it would reflect well on the establishment itself. That is, that idea of transparency would be transferred onto the bank itself. And as a financial institution, transparency is a great trait to have. Especially in today’s world where there is little trust put into the financial world.

There are additional advertisements for Nordnet that are very similar featuring the same actor and that have been getting great reviews on YouTube. This viral video advertising effect is also a great way for the institution to create exposure. People are seeming to really like the idea and relate to the transparency theme that they are showing. So with these ads, Nordnet is not only gaining a more transparent reputation for themselves, but they are gaining awareness for their business through the uniqueness of their new campaign.

I think that this is something that businesses should all try to employ when advertising. I think that people are much more likely to trust a brand if the commercial is done genuinely and with actual people, not paid actors. I believe that this is what this ad was trying to get at. As we have learned, putting a face to a brand is very important. But not necessarily just a face, but a face that has an actual part to play in regard to the business. This way the liability is on them, and that transparency will be greatly appreciated by those who view the commercial or use the product.

Ciambriello, R. (2014, December 1). A Bank Hired an Actor to Tell You He’s an Actor Hired by a Bank. And It’s Awesome. Retrieved December 2, 2014, from http://www.adweek.com/adfreak/bank-hired-actor-tell-you-hes-actor-hired-bank-and-its-awesome-161705

3 thoughts on “Super Transparency

  1. It was a refreshing approach. Companies have a reputation to protect, so transparency can’t be 100% achievable. Appearing silly wouldn’t be a great strategy for a bank, but clearly it worked for this financial institution. Perhaps there are cultural differences between Scandinavian and American consumers. Perhaps financial institutions and other buttoned-up entities take themselves too seriously. Still, this tyoe of approach needs to make sense for the brand and their specific needs. I agree transparency would be great, but it doesn’t always apply to every brand or entity.

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  2. I think this is hilarious. We all look at ads and think ” that is not a real family!” Finally an ad that shows it truthfully. It was maybe a little too sarcastic for americans. A more comical approach would be more effective.

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  3. I think this idea is very unique and refreshing. I think people feel more inclined towards connecting with a company if they know its motives are honest, and I think that if more businesses took this approach to advertising then it could really be good for them. Transparency in real life and in advertising, nothing better.

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