Winners & Shortlists

PAYBACK TIME

Short List
TitlePAYBACK TIME
BrandBNP PARIBAS FORTIS
Product/ServiceBANK
Category F05. APPLICATIONS / TOOLS
Entrant Company PUBLICIS BRUSSELS, BELGIUM
Advertising Agency PUBLICIS BRUSSELS, BELGIUM

Creative Execution

Solution: 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.

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.

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.