Title	RSCA ANDERLECHT SUPPORTS SMALL BUSINESSES
Brand	BNP PARIBAS FORTIS
Product/Service	BANK
Category	B05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
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 Director
Laurence Van De Putte	Publicis	Art Director
Philippe Dorval	Publicis Brussels	Copywriter
Marko Leus		Copywriter
Annemie Goegebuer/Tom Theys	Publicis Brussels	Strategic Planner
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
	ASP Film Productions	Production Company
Guy Goossens		Director
Tuyen Pham Xuan/Marc Van Buggenhout	ASP Film Productions	Producer
	Raygun	Radio/Sound Design
	Moxy	Postproduction

Results and Effectiveness

- 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.

Creative Execution

We used ATL-media to boost awareness about the contest and to encourage participation: TV commercial, radio, print and OOH. Digital represented a third of the media investment. First, we had a broad selection with video, display banner, SEA, emailing and social media. We also used e-buzzing, a targetable blog network that creates legitimacy amongst the target. That’s how we created awareness and built a qualitative audience for further action. Then, we communicated with a targeted display and social data driven approach. Banners for the public encouraged voting, banners for participating entrepreneurs proposed to involve their own network. The winning business gets his logo on the shirts during an official league match, in front of a crowd of 18.000 people, and covered on TV. To the seven companies with the most votes, we also offered a local advertising campaign.

Insights, Strategy and the Idea

In this challenging economic 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 create 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. We gave away our advertising space on the shirts of the most successful soccer team in Belgium. The winner of our online contest has his company logo displayed on the shirts of RSCA Anderlecht during an official league match. On our campaign website, we provide a personalized pack for self-promotion, in order to encourage the voting for the entrepreneur’s business.