| Title | POP-UP WEBSHOP |
| 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 |
| Menno Buyl |
TBWA Belgium |
Creative Concept |
| Thomas De Vreese |
TBWA Belgium |
Creative Concept |
| Chiara De Decker |
TBWA Belgium |
Copywriter |
| Ann Vanminsel |
TBWA Belgium |
Copywriter |
| Derek Brouwers |
TBWA Belgium |
Digital Creative |
| Jeroen Govaert |
TBWA Belgium |
Digital Creative |
| 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 |
| Rindert Dalstra |
TBWA Belgium |
Strategic Planner |
| Digital Craftsmen |
TBWA Belgium |
Bannering Production |
| Stijn Mertens |
TBWA Belgium |
Digital Coordination |
| SAKE |
TBWA Belgium |
RTV Production |
| DAN Brussels |
TBWA Belgium |
Digital Production |
The Brief
Main target of the campaign: raise awareness about e-commerce amongst small businesses in Belgium, and make them aware about KBC's financial products related to e-commerce. Local business owners are reluctant to put their business online, so clear proof of partnership and expertise was essential. Not by simply doing it for them, but by keeping the entrepreneur in the driver’s seat, thereby ensuring a successful online business. Combining a webshop with the pop-up-concept made entrepreneurs eager to test their business online, without significant investment of time and money. A perfect example of "the proof of the pudding is in the eating"
Campaign Success
KBC created the Pop-up Webshop, where small businesses could test whether a webshop would be beneficial for them. KBC looked after the set-up, logistics and promotion of each webshop.
Each entrepreneur could sign up for one of the ten spaces in the webshop. After the campaign, the results were analysed and each entrepreneur received a personal strategic recommendation about how to proceed with their webshop.
KBC targeted online shoppers to create traffic to and sales for the Pop-up Webshop. Moreover, KBC-branded ads boosted top-of-mind awareness of KBC as an e-commerce partner for local entrepreneurs. For those who did not get a chance to test the Pop-up Webshop, several educational seminars were given about how to start a webshop.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign pushed the participants into starting their online business, immediately! And it inspired others to really take their vague online plans serious.
During the 2 weeks we launched the offer, more than 600* entrepreneurs applied to try their business online. 10 of them where chosen to participate in the campaign. Over 50 000 online customers visited the brand new webshops in their first days, building a large customer base in just a few days. The entrepreneurs who didn’t participate in the campaign got offered a webshop-bootcamp. 1 in 3 decided to participate and became a hot lead for e-commerce.
(*) only in Flanders, since KBC is a Flemish bank
Explain why the method of promotion was most relevant to the product or service
60% of Belgian consumers buys online. An already impressive figure that is still increasing every day. And although small entrepreneurs are well aware of this trend, only 30% of them sells online. Foreign webshops are thus gaining online market share in Belgium, affecting the sales of local businesses.
But being a ‘local’ entrepreneur is still an important asset, as well as having a physical "brick" shop. For now, that is. So KBC wanted to raise the sense of urgency and be the ideal partner in e-commerce, by making sure our local business owners take back ‘their online cookie’. And maybe some additional foreign cookie. That’s why KBC Bank decided to give them a push in the right direction with the Pop-up Webshop.