| Title | PIZZA CONVERSAZIONE |
| Brand | KBC |
| Product/Service | GENERAL FINANCIAL SERVICES & ENTREPRENEURSHIP |
| Category |
C05. Financial Services, Commercial Public Services, Business Products & Services |
|
Entrant Company
|
TBWA\BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
TBWA\BELGIUM Brussels, BELGIUM
|
Credits
| Jan Macken |
TBWA Belgium |
Executive Creative Director |
| Gert Pauwels |
TBWA Belgium |
Creative Director |
| Simon Willems |
TBWA Belgium |
Creative Concept |
| Jesse Vanophalvens |
TBWA Belgium |
Creative Concept |
| Lynn Pinsart |
TBWA Belgium |
Copywriter |
| Derek Brouwers |
TBWA Belgium |
Digital Creative |
| Jeroen Govaert |
TBWA Belgium |
Digital Creative |
| Frederik Severijns |
TBWA Belgium |
Designer |
| Geert Potargent |
TBWA Belgium |
Client Services Director |
| Catherine Hamers |
TBWA Belgium |
Account Director |
| Charlotte Smedts |
TBWA Belgium |
Account Manager |
| Vicky Willems |
TBWA Belgium |
Strategic Director |
| SAKE |
TBWA Belgium |
RTV Production |
| DAN Brussels |
TBWA Belgium |
Digital Production |
| Stijn Mertens |
TBWA Belgium |
Digital Coordination |
The Brief
The main target was to gather data from youngsters regarding their future financial decisions such as graduation, first job, first wage,etc. In order for KBC to help them with a personalised approach and to offer relevant products and services. Inviting youngsters for a conversation at the bank was not an option; they don’t give up their time to visit a branch. So KBC decided to approach them through the digital channels they already use and launched ‘kbc.be/pizza’. A win-win for KBC and the young adults: free pizza, home delivered, while they chatted to KBC by phone or web video chat.
Campaign Success
KBC developed an online platform in collaboration with Just-Eat, one of Belgium’s largest food delivery websites. And just like on any food delivery website, youngsters could choose their own pizza. While the youngsters were having a conversation with KBC, someone in a nearby pizza restaurant started making their pizza. When the conversation was over, the pizza arrived.
A seamless user experience for the youngsters, thanks to creative digital solutions. The pizzas were delivered in attractive KBC branded boxes, and youngsters often took pictures which they shared via Facebook, Instagram and Twitter.
KBC had to be creative with the user flow. Youngsters needed to sign up, select a pizza and Just-Eat needed to be informed simultaneously. Bank employees operated the web chat and call centre. KBC’s Facebook and Twitter teams stayed in touch while the youngsters were waiting. We communicated with each other in real time via Google Hangout and a shared Google document.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our target group (18-30 years old) could order pizza every evening throughout the week between 17h30 and 21h30. KBC offered 500 pizzas a day. At the end of the campaign 12.226 pizzas (= conversations) were ordered. This all amounted to a chat time of over 122.000 minutes. Over 15% of the young callers agreed to a follow-up meeting in the bank. A success rate which has never been seen before amongst youngsters regarding financial products. The youngsters continued the conversation on social media by sharing their picture on KBC’s Facebook page.
Explain why the method of promotion was most relevant to the product or service
Young adults have important times ahead of them: graduation, getting a first job, buying a house, etc. These are important decisions they barely talk about, not even with their parents. KBC wanted to connect with young adults and get to know what’s going on in their lives. But it’s very hard to get youngsters to go to the bank to have a conversation with their banker. That’s why KBC created “pizza conversazione”. A free pizza delivery service while youngsters chat to KBC by phone or through a web video chat. KBC developed an online platform in collaboration with Just-Eat, one of Belgium’s largest food delivery websites. And just like any normal food delivery website, people could choose their own pizza. While the youngsters were having a conversation with KBC, someone in a nearby pizza restaurant started making their pizza. And when the conversation was over, the pizza arrived.