Title	RSCA ANDERLECHT SUPPORTS SMALL BUSINESSES
Brand	BNP PARIBAS FORTIS
Product/Service	BANK
Category	A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company	PUBLICIS BRUSSELS, BELGIUM
Advertising Agency	PUBLICIS BRUSSELS, BELGIUM
Media Agency	HAVAS MEDIA Brussels, BELGIUM

Name	Company	Position
Tom Berth/Geert De Rocker	Publicis Brussels	Creative Directors
Laurence Van De Putte	Publicis	Art Director
Philippe Dorval	Publicis Brussels	Copywriter
Marko Leus		Copywriter
Annemie Goegebuer	Publicis Brussels	Strategy
Tom Theys	Publicis Brussels	Strategy
Jeannette Westerhout	Publicis Brussels	Account Director
Sabrina Schuller	Publicis Brussels	Account Manager
Maria/Laura Laubenthal	Publicis Brussels	Account Executive
Maxime Van Santen	Bureau347	Digital Project Manager
	Bureau347	Digital Production Agency
	Digital Craftsmen	Display Advertising Agency
Jonathan Wieme		Digital Producer
Jurgen Rogiers		Photographer
Sarah Gabriel	Publicis Brussels	Graphic Designer
Victoire Kaiser	Publicis Brussels	Art Buyer
	Moxy	Post Production
Guy Goossens		Director
Tuyen Pham Xuan/Marc Van Buggenhout	ASP Film Productions	Producer
	Raygun	Radio/Sound Design

The Brief

Entrepreneurship is essential for the Belgian economy. But in this challenging climate, entrepreneurs find it difficult to get the support of their bank. What’s more, our competitor KBC communicated massively to our target: entrepreneurs of small businesses. How can we prove that BNP Paribas Fortis supports local businesses? And how can we regain sympathy for the brand? By demonstrating that our support goes far beyond finances. We fully support entrepreneurs to reach their business goals; their project is our project. That’s why we give entrepreneurs access to our sponsorship deal with Belgium’s best soccer team.

Creative Execution

We decided to give away our advertising space on the shirts of the most successful soccer team in Belgium, to the big winner of the online contest. To the seven companies with the most votes, we also offer a local advertising campaign. On our campaign website, we provide a personalized pack for self-promotion, in order to encourage the voting for the entrepreneur’s business. That’s how we prove by facts that we are on the entrepreneur’s side. Expert advice, loans, and even advertising: there is nothing we can’t help him with. Together we boost local businesses.

Describe the creative solution to the brief/objective.

The winner of our online contest has his company logo displayed on the shirts of the RSCA Anderlecht team during an official league match, in front of a crowd of 18.000 people, and even covered on national TV. With this large scale stunt we make it obvious that we go all the way for entrepreneurs. We want to involve entrepreneurs actively. They explain their project not only to the people of the bank, but they also have to promote it on a larger scale, as they need the support of their own clients and public to win the contest.

Results

- 1.027 participants - over 500.000 votes -192.265 unique website visitors - 827.496 page views - 215.427 views on YouTube - 3.760 shares of the campaign website on social - 43.542 posts/shares/comments on Facebook. But most of all, 62% of our target audience thinks of us as an entrepreneurs’ bank supporting local economy. On top of that some entrepreneurs didn’t hesitate to buy advertising space on Facebook, or to develop a promotion or contest to boost the votes for their case. In the end, we didn’t have to prove we are the bank for entrepreneurs, they were proving it themselves.