Campaign details

Brand: Agria Dyreforsikring
Agency: Gambit Hill+Knowlton Strategies


Norwegian pet owners spends huge amounts on their best friends. Expensive toys and equipment. Even luxury spa hotels for dogs and cats. But only 40% of all pets in Norway is insured. How can a small insurance company set animal care on the agenda and increase sales?

Several awards honour people who fight for animal rights, but no one in Norway awards the animals who helps people and other animals. Something that strange had never been done before.

Agria decided to establish the award 'Animal Heroes of Norway', assigned to an animal that makes a difference for the owners and other people. We collected stories from all over Norway and presented them to the public.

Agria hit a nerve with journalists, readers and engaged animal friends throughout the campaign that lasted for three months. Their customer' base increased with 28% compared with 2016. Never before has the company experienced such traffic in sales.