| Title | HOMEPAGE |
| Brand | FINTRO |
| Product/Service | BANKING |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Idea Creation
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Marc Richard Vander Heyden & Kermit Cota |
Publicis Brussels |
Creatives |
The Campaign
From a survey conducted with people about to start their lives (20 yo-30 yo) we learned that 32% of financially independent youngsters are actively thinking of buying a house within the next two years. But the problem is that a large part of these youngsters doubt that they will be treated equally at the bank due to their young age. In order for someone to openly ask advice and openly talk about their financial situation, they at least have to think they will be taken seriously. Fintro introduced: Pieter/Olivier. A youngster just like them who’d postponed saving and thus couldn’t afford a home of his own. The only difference was that Fintro had helped Pieter/Olivier, and had offered him a home…page to live in. Pieter/Olivier thus became the living example that the best things in life come with a home savings plan.
Creative Execution
Pieter’s/Olivier’s homepage consisted of several rooms, the size of (video) banners, in which you could watch him struggle with the shortage of space in his banners. Every room was accompanied with a clear and strong argument that convinced youngsters to start saving now, and giving them tips how to attain their goal even quicker. The video banners were spread on different websites and were made into a YouTube pre-roll.
22 million impressions, 35.000 clicks, and an extremely low bounce rate at an astonishing 1,27%. People loved to watch Pieter/Olivier struggle, and discover the benefits of home saving in the process. The strong contextualization and the correctness with which the message was brought, along with the radio messages made the high click-through rate, the high amount of website visits and the many video-views possible.
The media used here are mainly banners. But not in the way you would think. The creative input for this unconventional use of banners is what makes this work relevant for media. The banners were not just advertising spaces. They were rooms where people lived. And the collection of all the 7 banners made up Pieter/Olivier’s house. And with each banner relevant advice was given accordingly.
Insights, Strategy and the Idea
People who apply for a house loan are mostly people between 20 and 30 y/o who are about to start life. To know what they think about banks and how they think banks think of them as customers, we launched a survey that digs deeper into the matter. 32% of financially independent youngsters are actively thinking of buying a house within the next two years. But the problem is that a large part of these youngsters doubts that they will be treated equally at the bank due to their young age. In order for someone to openly ask advice and openly talk about their financial situation, they at least have to think they will be taken seriously. Se the creative idea had to be an exemplary one, it had to show that at Fintro young people are very much welcomed instead of shunned.