KBC BANK: "TODAY'S YOUTH FOR YESTERDAY'S YOUTH" Direct marketing by Tbwa\brussels

Type of entry: Product & Service
Category: Financial Products & Services
Advertiser: KBC BANK
Product/Service: KBC BANK
Agency: TBWA\BRUSSELS, BELGIUM
Advertiser KBC BANK
Product KBC BANK
Entrant TBWA\BRUSSELS, BELGIUM
Type of Entry: Product & Service
Category: Financial Products & Services
Title: TODAY'S YOUTH FOR YESTERDAY'S YOUTH
Advertiser/Client: KBC BANK
Product/Service: KBC BANK
Entrant Company: TBWA\BRUSSELS, BELGIUM
DM/Advertising Agency: TBWA\BRUSSELS, BELGIUM
Online Project Manager: Paul Renders (TBWA Group Brussels)
Art Buying: Elly Laureys (TBWA Brussels)
RTV Producers: Mieke Vandewalle/Johanna Keppens (TBWA Brussels)
Flash Developers: Ken Kools/Diederik Van Remoortere (TBWA Group Brussels)
Client Service Director: Geert Potargent (TBWA Brussels)
Copywriter: Chiara De Decker (TBWA Brussels)
Creative Director: Jan Macken (TBWA Brussels)
Copywriter: Geert Verdonck (TBWA Brussels)
Art Director: Menno Buyl (TBWA Brussels)
Account Manager: Valerie Vleminckx (TBWA Brussels)
Account Executive: Katrien Crabbe (TBWA Brussels)
Strategy: Vicky Willems (TBWA Brussels)
Describe the brief from the client
PROBLEM:
Lately most banks are doing really bad things with (our) money, hence the economic crisis. And when they keep on luring young people with free gifts and gadgets, you can’t blame those youngsters for shopping around, can you?
So how can we build a long-term relationship with tomorrow’s grown-ups and prove that KBC is a bank that understands that goodness can arise from money?
SOLUTION:
Why not show young people that in order to do good things WITH money, you have to do good things FOR money?

Creative Execution

Thanks to KBC, youngsters not only helped out the elderly, but also helped to bridge the generation gap. The idea of a social project between generations was more than relevant to bond the public to the brand that ‘cares’. Letting the people decide what to do, we made it useful and entertaining, not only for themselves but also for their environment. We created a dialogue instead of a monologue and this way generated direct response while building a strong relationship with KBC. So now, young KBC customers know why they have a KBC bank account.


Describe the creative solution to the brief/objective.

THE CAMPAIGN IDEA:
Every year KBC gives away festival tickets for the biggest summer festivals. But this time you had to earn them. By helping the ones the furthest away from your young and vivid lifestyle: the elderly. Introducing: today’s youth for yesterday’s youth. We gave pensioners festival tickets and asked them to come up with different ways young people could help them. All you had to do was visit the website and upload your proposal on how to do it. The pensioners could then choose their favourite. And then it was time to turn words into actions.


Describe the results in as much detail as possible.

THE RESULTS:
We made people talk about it, both offline and online, from regional to national press
• More than 200% earned media (free press, primetime national television)
• More than 70,000 visitors to the website in 1 week (which is a lot for a campaign in Belgium)
• With very little paid media investment we gained 280% more online media value
• A regained mutual respect between young and old
• And: more actions planned in the future