Title	KIDS TAKING OVER A BANK
Brand	RECORD BANK
Product/Service	FINANCIAL SERVICES
Category	A07. Use of Events and Stunts
Entrant Company	HAPPINESS BRUSSELS, BELGIUM
Advertising Agency	HAPPINESS BRUSSELS, BELGIUM
Media Agency	CARAT Brussels, BELGIUM
Production Company	POETRY IN MOTION Ghent, BELGIUM

Name	Company	Position
Karen Corrigan	Happiness	Executive Creative Management
Geoffrey Hantson	Happiness	Chief Creative Officer
Philippe Fass	Happiness Brussels	Creative Director
Pieter Claeys	Happiness Brussels	Creative Director
Niek Eijsbouts	Happiness Brussels	Creative Director
Laurie Lacourt	Happiness Brussels	Concept Provider/Art Director
Catherine Hermans	Happiness Brussels	Concept provider/Copywriter
Bill Bilquin	Happiness Brussels	Copywriter FR
Anna Touvron	Happiness Brussels	Graphic Designer
Hans Smets	Happiness Brussels	Group Account Director
Vanessa Boddewijn	Happiness Brussels	Project Manager
Bart Vande Maele	Happiness Brussels	Agency Producer
	Poetry In Motion	Production Agency
Hans Buyse	Poetry In Motion	Film Director
Wannes Destoop	Poetry In Motion	Film Director

Brief Explanation

After the last banking crisis, banking culture changed. Now, it’s all – or it should be – about openness and simplicity. In fact, these values have always been in the DNA of Record Bank. Record Bank makes banking simple. So simple, even children can explain it. Record Bank is a small player though. How could we get this message across, without having a budget for a big media campaign?

Results and Effectiveness

The stunt got picked up by all national media and sparked conversations on social media: The tone of these conversations? Banks have to start talking to people in a way they really understand. Record Bank was put forward as an example of new banking culture. We underlined the brand promise of Record Bank: Record Bank keeps it simple. You can count on it.

Creative Execution

The live experience was filmed and captured in an online film. The film was launched on the social media channels of Record Bank (Facebook and Twitter). No pushed media were used. The film was picked up by all national media, thanks to a PR seeding plan. The audience was drawn to the film by social conversations (FB and Twitter), and noticing the movie in national press.

Insights, Strategy and the Idea

The target group of the campaign were all Belgian people. We wanted to attract new customers, and reinforce our existing customers. As Record Bank is a small player and didn’t have the budget for a big media campaign, we had to be smart. That’s why we launched a live experience that would generate conversations on social media.