Title	HELLO PLAY!
Brand	BNP PARIBAS
Product/Service	HELLO BANK!
Category	F01. Engagement Platform
Entrant Company	WE ARE SOCIAL Paris, FRANCE
Advertising Agency	WE ARE SOCIAL Paris, FRANCE
Production Company	FIGHTING FISH Clichy, FRANCE

Name	Company	Position
Sandrine Plasseraud	We Are Social	Managing Director
Guillaume Lalu	We Are Social	Deputy Managing Director
Nicolas Souffleur	We Are Social	Group Account Director
Thibaut Sebire	We Are Social	Account Manager
Dimitri Gasulla	We Are Social	Account Manager
Thomas Guilhot	We Are Social	Creative Director
Romain Payan	We Are Social	Art Director
Faly Valérie	We Are Social	Graphic Designer
Guillaume Clarke	We Are Social	Copywriter
Stéphane Maguet	We Are Social	Head of Creative Technology
Tom Schlagkamp		Film Director
	THE studio	Music
Fakear		Music Artist

Creative Execution

Users log on to the Hello play! platform and connect their music streaming accounts (Spotify, Last FM, Soundcloud…) to the platform. They collect coins based on their listening activity and then donate their Hello coins to the music projects they like the most on the platform (not only groups or singers, but also makers, start-ups, etc.). Hello bank! then converts Hello Coins into real money to finance the projects. This permanent service was launched with a series of concerts, a dedicated film on YouTube, a PR campaign and a strong digital media plan, refined thanks to an in-depth study of the target market’s media consumption.

101 projects have been fully financed so far. More than 7.5 million tracks have been listened to through Hello play, enabling users to fully finance 101 music projects. The service has been shared 160 000 times on social networks and has generated over 50 pieces of press coverage. This has enabled us to reach 79 million contacts – equivalent to 850 000€ in media buying.

Hello bank! is BNP Paribas’ mobile banking solution. To mark its 1st anniversary, Hello bank! wanted to launch a unique initiative and build a new experience to develop its brand preference and awareness, in an ever more crowded digital banking sector. Hello bank! isn’t a typical bank; it was created to match the behaviour and expectations of mobile native clients who, as part of their daily routines, heavily consume music streaming solutions. With that in mind, we launched Hello play!: it is a digital platform that enables users to support music projects through their everyday music listening and sharing via their usual streaming services (Spotify, SoundClound, Deezer, LastFM…). With Hello play, Hello bank! has invented the first crowd-sponsored platform dedicated to music. It is an entirely new model that fits perfectly with social behaviour and emerging trends like virtual currency, music streaming, and crowdfunding.