| Title | STUDY WITH ROLAND GARROS |
| Brand | BNP PARIBAS |
| Product/Service | BANK |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Contributing Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Olivier Desmettre |
Publicis Conseil |
Executive Creative Director |
| Fabrice Delacourt |
Publicis Conseil |
Executive Creative Director |
| Herve Riffault |
Publicis Conseil |
Creative Director |
| Josse Armanet |
Publicis Conseil |
Copywriter |
| Loic Andria |
Publicis Conseil |
Art Director |
| Cesar Croze/Eric Forest/Rodolphe Poprawa |
Publicis Conseil |
Account Managers |
| Corinne Malsert/Sacha Garel/Margot Peyron |
Publicis Conseil |
Strategic Planners |
| Bertrand Cizeau/Charlie Boillot/Estelle Couty |
BNP Paribas |
Advertiser Supervisor |
The Campaign
BNP Paribas claims to be “the bank for a changing world”,the one that truly understands today’s needs and behaviour, the one that is useful to its customers in an ever changing environment. Since 2014, the brand has developed a website (http://www.leguideultimedelavieetudiante.fr)in which young people can find all the useful tips to move to their new life stage. Indeed becoming a student is one of crucial moments of change and BNP Paribas must accompany it. Being main sponsor of famous French Open/Roland Garros tournament was an opportunity to add a new piece of content to the site, to meet the youth’s personal challenge while young are revising for the A-level exam, and to build on a popular event end of June 2015. The objective was to be useful to this reluctant towards banks audience, and to demonstrate that BNP Paribas relates to youth. We have noticed that they have an incredible ability to do several things in the same time: multitasking has been brought up to new level thanks to technology. But end of June, French youth is trapped in a double bind situation: revise to pass your exam or entertain in front of Roland Garros matches. What a dilemma! With #ReviseavecRG, youth could move from frustration to useful entertainment. The principle was simple: watch the game on your TV, switch off the sound, connect you on the audio player of the BNP Paribas site (desktop or mobile) and review your lessons of philosophy, English, maths, geography and history thanks to our teacher hosts. Interact with them through twitter to ask questions or add comments. While watching the amazing shots of Wawrinka, youth could understand Plato or the fall of the Berlin wall. Our sport journalist was commenting the game and the teacher was reviewing key notions and answering live questions.
- 20.000 unique visitors
- 35.000 page views
- 5.000 listeners, the equivalents of 200 high school classes
- Average listening time : 23 minutes
- 2.675 messages received on the live chat
- 450.000 impressions on Twitter
- 1.400 interaction with @StudyWithRG's tweets
-200 conversations intercepted live on Twitter
The brand - BNP Paribas - has stepped outside of conventional banker behaviour for this operation and has moved from advertising to brand content to engage a young audience. The brand became an enabler for them: for the first time they could watch the most famous French tennis tournament live–French Open/ Roland Garros - and in the meantime prepare their final high school exam (a.k.a Bac in France). The principle was simple: while watching the game, we proposed our own audio version. We added key notions of maths, philosophical concepts or milestones of history to sport comments in order to revise.
To run this program BNP Paribas teamed up with a sport journalist and a bunch of teachers, Sport Dub to stream the content and manage twitter discussions, and the FFT (French Tennis Organisation) to get real time audio from the courts. Thanks to BNP Paribas entertainment has become useful.