Winners & Shortlists

2014 Promo & Activation

RSCA ANDERLECHT SUPPORTS SMALL BUSINESSES

Short List
TitleRSCA ANDERLECHT SUPPORTS SMALL BUSINESSES
BrandBNP PARIBAS FORTIS
Product/ServiceBANK
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
Credits
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
Guy Goossens Director
ASP Film Productions Production Company
Tuyen Pham Xuan/Marc Van Buggenhout ASP Film Productions Producer
Raygun Radio/Sound Design
Moxy Post Production

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.

Describe how the promotion developed from concept to implementation

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 promotional campaign 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.