| Title | ROOM FOR IMPROVEMENT |
| Brand | KBC |
| Product/Service | GENERAL FINANCIAL SERVICES AND ENTREPRENEURSHIP |
| Category |
B07. Financial, Commercial Public Services, Healthcare & Medical |
|
Entrant Company
|
TBWA\BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
TBWA\BELGIUM Brussels, BELGIUM
|
|
Media Agency
|
MINDSHARE Brussels, BELGIUM
|
|
Production Company
|
TBWA\DIGITAL ARTS NETWORK Brussels, BELGIUM
|
Credits
| Jan Macken |
TBWA Belgium |
Executive Creative Director |
| Gert Pauwels |
TBWA Belgium |
Creative Director |
| Menno Buyl |
TBWA Belgium |
Creative Concept |
| Thomas De Vreese |
TBWA Belgium |
Creative Concept |
| Chiara De Decker |
TBWA Belgium |
Copywriter |
| Veerle Blyckers |
TBWA Belgium |
Copywriter |
| Geert Potargent |
TBWA Belgium |
Client Services Director |
| Catherine Hamers |
TBWA Belgium |
Account Director |
| Katrien Crabbe |
TBWA Belgium |
Account Manager |
| Charlotte Smedts |
TBWA Belgium |
Account Manager |
| Bert Denis |
TBWA Belgium |
Strategic Director |
| Vicky Willems |
TBWA Belgium |
Strategic Director |
| Sylvie Dewaele |
TBWA Belgium |
Media Arts |
| SAKE |
TBWA Belgium |
RTV Production |
| Digital Craftsmen |
TBWA Belgium |
Bannering Production |
| Jan Casier |
DAN Brussels |
Digital Producer/Project manager |
| Yannick Van der Goten |
DAN Brussels |
Digital Design |
| Wim Van Loon |
DAN Brussels |
Developper |
| Jeroen Govaert |
DAN Brussels |
Digital Art Director |
| Ruben Temmerman |
DAN Brussels |
Digital Design |
Creative Execution
Via an online platform, KBC gave business owners the opportunity to ask their target audience multiple-choice questions.
In a first phase an integrated and regional campaign was set up to guide the right target audience towards the platform. Digital billboards in the streets were an innovative way to ask people questions. All business owners afterwards received an e-mail with a report with answers to their questions. During the second phase, KBC gave more than 20.000 business owners a suggestion/idea box. Business owners wrote a question on the box and customers could put their answers in the box.
Together 1.483 entrepreneurs posted 2.600 questions on the platform.
- 521.088* answers were given. This means on average over 1650 answers per town in Flanders.
- More than 100 business owners started to carry out their ideas.
- 166% of the business objectives were reached.
- The campaign generated also commercial success for KBC as it positioned itself again as a real partner for small business owners.
(*) only in Flanders & Brussels, as KBC is a Flemish bank
Banks mainly communicate about themselves and their products and don’t look at the world through the eyes of the entrepreneur. With ‘Gap in the Market’, a campaign launched in 2013, KBC Bank clearly proved itself to be a partner for beginning entrepreneurs by offering them tools and insights to help them start a business. The "Room for Improvement" campaign focuses on those already having a business, more specifically inspiring business owners to grow their business. We started from the idea that big companies can spend a lot of money on market research to test their ideas and innovations. But small and medium businesses do not have those big budgets. That’s why we provided a platform for businesses to ask their target audience questions. The answers coming from those questions were key in this campaign.