PostNord Gives Expressen-Readers the Option to Ask Anything in Real Time

NAIs pick of the week: a unique move intended to help PostNord restore and revitalise their brand image after a somewhat tough period.
postnord

This is “NAIs pick” of the week. Every week we pick a powerful piece of native advertising that can serve as inspiration for the industry.


Stine-copy

By Stine Holmgaard
COO at Native Advertising Institute
Copenhagen, Denmark
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PostNord, the Nordic postal service and logistics solutions business, has taken a rather controversial and bold native advertising strategy in use to reach the Swedish people in a cavalcade of 6 online programs at Expressen.se.

Produced by the Swedish content marketing agency Spoon and Bonnier News Brand Studio, the ‘PostNord Listens’ program series is an example of real-time commercial storytelling tailored to enable the Swedes to meet the C-level executives from Postnord with potentially critical and curious questions regarding e.g. quality and timeliness of services.

It is a unique move intended to help PostNord restore and revitalise their brand image after a somewhat tough period where the company has been met with sharp criticism of their absence of sufficient service.

RELATED: This Branded Video About Cyclists Will Wake Up Your Inner Nordic Explorer

The series is in Swedish, however, the essence of the native advertising strategy could be universal. And managed right, it might also be a clever crisis communication strategy for brands that want to showcase transparency and honesty, even when journalists do not come knocking.

To view the video series (in Swedish), click here.

Did you create a powerful piece of native advertising that you want to share with the world? Submit it for the Native Advertising Awards 2018 before July 6th and get a chance to be acknowledged amongst the best in the industry.

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