| Title | THE ENTREPRENEURIAL GENE |
| Brand | FINTRO |
| Product/Service | BANKING |
| Category |
C05. Financial Services, Commercial Public Services, Business Products & Services |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Media Agency
|
HAVAS MEDIA Brussels, BELGIUM
|
|
Production Company
|
GERONIMO Antwerp, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Sophie De Plecker |
Publicis Brussels |
Creatives |
| Joris Luyten |
Publicis Brussels |
Creatives |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Annemie Goegebuer |
Publicis Brussels |
Strategic Director |
| Philippe Gerin |
Publicis Brussels |
Strategic Planner |
| Jessica Danese/Julie Vanderstichele |
Publicis Brussels |
Account Team |
| Tom Vandenbossche |
Publicis Brussels |
Digital Producer |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Floris Adriaenssens |
Publicis Brussels |
Connection Planner |
| Victoire Kaiser |
Publicis Brussels |
Art Buyer/Radio Producer |
| Jef Boes |
/ |
Photographer |
| / |
Initials L.a. |
Photo Production Company |
| Marleen Hemeleers |
Publicis Brussels |
Print Producer |
| / |
Digital Craftsmen |
Website/Production Bannering |
| / |
Switch Music |
Radio Production Company |
| Marc Van Buggenhout/Tuyen Pham |
Asp Film Productions |
Tv Producers |
| Dirk Domen |
Geronimo |
Directror |
| Mathias Kerner |
Geronimo |
Producer |
Brief Explanation
In order to increase its market share amongst independent entrepreneurs, Fintro knew it had to alter its brand image. To evolve from a bank known primarily for its saving solutions to a bank known for its inherent entrepreneurial spirit. To do so, Fintro had to demonstrate the entrepreneurial gene that lives within its agents.
Since Fintro works with independent agencies, their agents have a whole lot of first-hand experience with entrepreneurial life. Fintro decided to put them to the test with a scientific analysis to prove that they truly do possess the entrepreneurial gene.
Results and Effectiveness
Our online campaign managed to generate over 2.756.391 media impressions.
Our video ads achieved a CTR of up to 2,46%
A total of 3,24% Belgian entrepreneurs engaged with our online content.
But above all else: we clearly proved that there’s no better partner for entrepreneurs than Fintro agents, true entrepreneurs themselves.
Creative Execution
To create a credible story we shot a mini-documentary which showed the research we conducted to find the entrepreneurial gene in Fintro agents. We used experts with a proven track record in their field and true agents instead of actors. Each agent was the subject of both DNA research and psychological testing.
The short film was pushed online through video posts on Facebook and LinkedIn and was featured on the campaign website which was promoted through the same channels. We also launched an additional campaign through Affiperf’s real-time bidding platform. Offline it was supported by a series of POS posters and radio ads.
Insights, Strategy and the Idea
Entrepreneurs are a breed of their own. And in general, they don’t think a typical banker truly understands them. To gain their trust as a bank, we had to prove that Fintro agents aren’t typical bankers, but successful entrepreneurs instead.
To maximize the reach for our campaign we targeted entrepreneurs amongst both non-clients (of which most only have a faint idea of what Fintro does) and clients (those who used Fintro for their other products but preferred other partners for their business needs).