DNB Eiendom: Top One Academy
Main category
B2E
Sub-category
11. Teambuilding Event, 12. Internal Celebration
Watch the event video
Event Description and Key Objectives
DNB Eiendom, Norway’s largest real estate agency, supports thousands of homebuyers each year. With 900+ employees across 100 offices, a strong internal culture is key to delivering great customer experiences and results. For nearly 15 years, the annual kickoff has been a vital motivational and cultural driver. In 2025, it was reimagined as Top One Academy — the most ambitious edition yet. For the first time, the event was shaped through a workshop-based process where employees helped define its purpose. The framework addressed four key questions: Vision – What is the shared ambition? Environment – What internal/external factors impact us? Effect – What outcomes should the event create? Content – What learning will drive those outcomes? The goals were both qualitative (boost engagement, pride, and learning through sharing and inspiration) and quantitative (increase sales and market share).
Key challenges
Designing an event for over 900 people in a post-pandemic hybrid environment required fresh thinking.
The key challenges included:
Reaching employees with vastly different levels of experience and roles, while keeping the content relevant and inspiring to all.
Rebuilding cultural connection and collective motivation in a fast-changing real estate market.
Balancing high-volume delivery with the ambition for deeper individual development
Basic information about the event
Name of the organiser
JCP Event
Location
Oslo, Norway
Event duration
1/10/2025
Client
DNB Eiendom
VOTING LINK
Event results
Creativity
Creatively, Top One Academy was built on the idea of an elite training environment — a place where the best (all employees) come to become even better. The concept was executed in three linked chapters:
Top One Academy – A daytime program filled with tailored learning sessions.
Top One Graduation – An evening celebration of team spirit and recognition.
Quest for the Best – A five-week sales competition launched after the event.
Design, content, and tone all played into this creative universe, with a bold Top Gun-inspired aesthetic and storytelling approach.
Innovation
Several key innovations set the 2025 edition apart:
Collaborative development: The event was shaped through a structured workshop process where participants helped define the strategic direction.
Three-part structure: Learning, recognition, and post-event activation were treated as one connected experience — not isolated parts.
Narrative leadership: A Tom Cruise impersonator was cast as the lead instructor, guiding participants throughout the day and reappearing in digital updates during the sales competition.
Execution
Every part of the event was designed to boost learning, motivation, and recognition through immersive, varied experiences. A bold 3D visual identity, intuitive wayfinding, and dynamic backdrops created a strong, cohesive expression. The stage featured a dramatic “runway” with guiding lights and brand-colored draping. Entertainment drew from Top Gun, with a Cruise-lookalike and cinematic soundtrack. Learning was interactive, with plenary sessions and six parallel expert-led modules. The day program included sessions on self-leadership, customer psychology, and future-focused marketing. Plenary moments featured inspiring talks (e.g., Aksel Lund Svindal), awards, and key updates. In the evening, Top One Graduation celebrated excellence through symbolic rituals, music, and themed entertainment. The five-week “Quest for the Best” sales competition extended the energy with creative updates, video messages from “Cruise,” and actionable tips from top performers.
Measurable results
The impact of Top One Academy was seen in both employee feedback and business metrics:
80.5% of participants were highly satisfied (average rating 5.06 out of 6)
The internal recommendation score rose from 4.9 to 5.27
January 2025 marked the best sales start since 2021:
25% more property viewings
27% more new assignments
17% increase in homes sold
Market share rose by 2.1% !!
Communication
Communication was woven into every phase of the experience:
Pre-event: Concept teasers, visual reveals, and registration content built anticipation.
During the event: Strong visual language and storytelling reinforced messages live.
Post-event: The Quest for the Best campaign used leaderboards, branded videos, and email storytelling to sustain engagement and deliver ongoing value.
Sustainable practices
Sustainability was a key consideration in planning and production:
Digital programs replaced printed handouts, reducing material use.
Reusable set design and modular scenography minimized waste and allowed for future reuse. We also reused decor from 2024.
Local suppliers were prioritized to reduce travel and emissions.
Waste-conscious catering was based on pre-registration numbers and included seasonal ingredients.
