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.
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.
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.