Title	STUDY WITH ROLAND GARROS
Brand	BNP PARIBAS
Product/Service	BANK
Category	A02. Use of Live Shows/Concerts/Festivals
Entrant Company	PUBLICIS CONSEIL Paris, FRANCE
Advertising Agency	PUBLICIS CONSEIL Paris, FRANCE

Name	Company	Position
Olivier Desmettre	Publicis Conseil	Executive Creative Director
Fabrice Delacourt	Publicis Conseil	Executive Creative Director
Herve Riffault	Publicis Conseil	Creative Director
Josse Armanet	Publicis Conseil	Copywriter
Loic Andria	Publicis Conseil	Art Director
Cesar Croze/Eric Forest/Rodolphe Poprawa	Publicis Conseil	Account Managers
Corinne Malsert/Sacha Garel/Margot Peyron	Publicis Conseil	Strategic Planners
Bertrand Cizeau/Charlie Boillot/Estelle Couty	BNP Paribas	Advertiser Supervisors

The Brief

Addressing the young audience, not interested or reluctant, is especially challenging for banks. Since 2014, BNP-Paribas strategy is to be useful (see http://www.leguideultimedelavieetudiante.fr which gathered tips to move to new life stage). Becoming a student is a key change and BNP-Paribas must accompany youth to truly be perceived as the bank for a changing world. The challenge was to be relevant and cost effective in the activation to engage youth. As the brand has always been sponsor of tennis, we considered it as an opportunity to mix entertainment and utility when youth needed most when reviewing lessons for exams.

Campaign Success

End of June, French youth is trapped in a double bind situation: revise to pass their exam or entertain in front of Roland Garros. With #StudywithRolandGarros, youth could move from frustration to useful entertainment during the 2nd week of the tournament. The process: - watch the game on your TV, - switch off the sound, - connect on our audio player (desktop or mobile) - review philosophy, English, maths, geography and history thanks to hosts teacher. - Interact through twitter to ask questions or add comments. Watching the amazing shots of Wawrinka teamed with Plato. Our sport journalist was commenting the game and the teacher was reviewing key notions and answering live questions. We relayed from day 1 the event on owned sites and social ecosystem. Till the final, the # StudywithRolandGarros drove interest through digital PR, bloggers (youth and tennis influencers), yearly partners Melty and L’Étudiant.

Describe the success of the promotion with both client and consumer including some quantifiable results

In only 6 days and a very small budget for production or mediatisation, the activation had great success: almost 5000 students revised with us which equals to 200 classrooms; 2675 chat messages chat have been received. Engaging so qualitatively with youth is priceless for a bank. On Twitter: +200 live conversations during the matches; + 1.400 interactions on our tweets; + 450.000 total impressions. News channel LCI talked about it, Télématin on national TV too. We counted more than 60 press and digital releases. Even the official twitter site of Roland Garros tweeted us. But the best result is that the operation will be redone in 2016.

Explain why the method of promotion was most relevant to the product or service

The brand - BNP Paribas - has stepped outside of conventional banker behaviour for this activation and has moved from advertising to digital engagement with a young audience. The brand became an enabler for them: for the first time they could watch the most famous French tennis tournament live – French Open/ Roland Garros -and in the meantime prepare their final high school exam (a.k.a Bac) and discuss with professors. While watching the games, we proposed our own audio version. We added key notions of maths, philosophical concepts or milestones of history to sport comments in order to revise. To run this program BNP Paribas teamed up with a sport journalist and a bunch of teachers, Sport Dub to stream the content and manage twitter discussions, and the FFT (French Tennis Organisation) to get real time audio from the courts. Thanks to BNP Paribas entertainment has become a useful conversation.