Title	HELLO BANK! POP UP INNOVATION EVENT
Brand	BNP PARIBAS FORTIS
Product/Service	BANK SERVICES
Category	A10. INTEGRATED CONTENT CAMPAIGN
Entrant Company	TRENDWOLVES Ghent, BELGIUM
Contributing Company	TRENDWOLVES Ghent, BELGIUM

Name	Company	Position
Maarten Leyts	Trendwolves	Ceo
Ornella D'agostina	Trendwolves	Content Manager
Nadia Kara	Trendwolves	Project Manager

The Campaign

Branded Entertainment is an ever-growing field. Content strategists have become the pioneers of new brand strategy approaches. Content strategy is certainly an exciting field, it’s rapidly changing, adapting and finding to do new things. There are no real restrictions in our market but probably we will see the discipline more formalised and nuanced in the nearby future. Trendwolves always have started from bottom up. We initiate dialogues around many themes with youngsters as key influencers. We carefully monitor European youngsters (www.youthr.com). Through this online trend database we create a content platform where brands can get inspired. What we can offer is a unique context that cascades across an entire experience. That is a great evolution! In a world of dialogues you have nothing to tell if you don’t have a great story. We don’t write that story, our audience does it. And we package it in an entertaining and successful way. Not just to create a hype, but to build the best brand’s strategy. Where content is the driver, in an extraordinary environment.

Results

Belgian bank BNP Paribas Fortis has a mobile branch called Hello Bank! And since banks are almost completely irrelevant to young people, it faces a serious challenge: how to connect to these digital natives, aged 18 to 27 years? They have a natural connection to all kind of online platforms - yet they also crave offline personal interaction. But... What can a bank do to be a buddy instead of being pushy? The solution: enter the POP UP, a 'phygital concept store. The aim of the Pop Up is to give to our target group an area where they are free to express themselves. This freedom may be expressed in the fact of tasting, creating, listening, discovering technologies, learning, having fun… The Pop Up is the first application of a reverse marketing strategy. The customers themselves make the move to go to the brand because their curiosity is aroused. The Pop Up generates a lot of relevant content for Hello bank! Events, activities, worhshop and conferences were often photographed, filmed and shared, most often in real time on Hello bank's! social network (Facebook, twitter) as wel as on dedicated blogs. A first Pop Up was organised in Antwerp, a second Pop Up is currently open in Brussels. Two of the biggest cities in Belgium. The first impression of youngsters entering the store is pure amazement. The store looks like a real lifestyle store where you can freely hop. The main values of the Pop Up Experience are INNOVATION (3D printing, 3D scanning of people, hologram in action, face morphing wall, interactive table&wall,... ) EDUCATION (learn about banking issues, travel, fashion tips, ...) and CREATIVY (creating T-shirts, jewelery, smartphone cover art,...) The shop offers these experiences in a fascinating and trendy way. Briefly, what Hello bank! offers online (www.hellospace.be) is brought alive offline in a phygital shop environment.

The Hello ban! Pop Up is a 'phygital' concept, it combines physical contact, reassuring the crowd of digital natives, with content, visual and interactive richness of Hello bank's digital world. Hello bank! desires to evolve from a bank to a youth lifestyle brand. Various themes, within the field of interest of youngsters, come alive in the Pop Up: music, innovations, mobile banking, fashion, lifestyle, art, ... a great scale of experiences that are quite unique. If your bank is within your mobile phone, you should also connect to youngster's life style. In this way you so become their unique buddy bank.

'Hello bank! pop-up store is much more than just a bank, said Michael Anseeuw, Head of Hello bank!. Physical contact is important, even for mobile banking. Thanks to the Hello bank! pop-up store, we give an innovative mobile interpretation. Where experience & content are the drivers for our audience.' Facts & figures Pop Up Antwerp: More than 15000 visitors in 3 months. Brand recognition strengthened thanks to 248 tweets, 118 instagram posts, 44 press articles and 50 Facebook posts. More than 50% of the visitors are registrated as potential clients. 1385 participants at the Tomorrowland competition. 376 youngsters got themselves scanned in 3D. 850 youngsters participated at creative workshops & conferences. 32,1% of positive sentiment on social media Facts & figures Pop Up Brussels (still on going): 1000 visitors a week, this Pop Up will generate about 12000 visitors by December 20. (forecast) In addition to these quantitative figures, the most important and relevant result is the unique CONTENT that can feed Hello bank!'s communication before, during and after the POP UP experience. On a budget much smaller than most above-the-line campaigns Hello Bank!'s Pop-Up effectively shows that a bank can be truly relevant in youngsters' lives provided that you let yourself be inspired by youngsters themselves."