Winners & Shortlists

PAYBACK TIME

TitlePAYBACK TIME
BrandBNP PARIBAS FORTIS
Product/ServiceBANK
Category A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company PUBLICIS BRUSSELS, BELGIUM
Advertising Agency PUBLICIS BRUSSELS, BELGIUM
Production Company TRS BRUSSELS, BELGIUM
Credits
Name Company Position
Paul Servaes Publicis Brussels Executive Creative Director
Tom Berth/Geert De Rocker Publicis Brussels Creative Directors
Kwint De Meyer Publicis Brussels Copywriter
Daniel Van Den Broucke Publicis Brussels Art Director
Marc Van Buggenhout Asp Producer
Jeannette Westerhout Publicis Brussels Account Director
Jan Boon TRS Brussels Director
Frederik Zaman TRS Brussels Producer
Thomas Landeloos TRS Brussels Producer
Hans Desmet TRS Brussels Editor
Reed Digital Production Company
Denis Evlard Reed Digital Producer
Sam Bismes Reed Digital Producer
Switch Music Sound Design Arrangement

The Brief

You know the feeling. You go out with a few friends, one of whom has no cash. So you lend him some. No sweat. Of course he forgets to pay you back. And you have to send him that awkward “Uhm, ahh, can you please pay me back?” message. Obviously, you don’t want to be that guy. Luckily for you, BNP Paribas Fortis now offers a useful alternative called Easy Transfer. Challenge: Spread the word about Easy Transfer, a useful new feature integrated in BNP Paribas Fortis’ Easy Banking app. It allows you to pay back your friends instantly via their mobile phone number.

Creative Execution

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Describe the creative solution to the brief/objective.

We created www.paybacktime.be, the perfect place to extort your friends. All you had to do was enter your friend’s name, the amount he/she owed you, why that person owed you money and some very personal info to blackmail them with. Your friend would then receive a personalised film in which a nasty looking gentleman showed up in front of his door on Google Street View, holding a picture of his nearest and dearest. He ended with a final warning: next time, use Easy Transfer. To make sure all future debts are settled, nasty guy sent a personalised text message with a link to the app store.

Results

The campaign was an instant viral success, with app downloads exceeding 500.000. The campaign was also eagerly shared amongst young people, a demo-graphic who aren’t easily impressed by bank industry communication. Most importantly though, the campaign proved that short reckonings make long friends.