MY ROOMMATES by Publicis Conseil Paris for BNP Paribas Open

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MY ROOMMATES

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market France
Agency Publicis Conseil Paris
Art Director Sébastien Nicolaïdis
Copywriter Simon Dhamelincourt
Account Supervisor Charles Georges-Picot
Released June 2010

Credits & Description

Category: Best Use of Social Media
Advertiser: BNP PARIBAS
Product/Service: FINANCIAL SERVICES
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Directors: Florent Imbert/Emmanuel Lalleve (Publicis Conseil)
Copywriter: Simon Dhamelincourt (Publicis Conseil)
Art Director: Sebastien Nicolaidis (Publicis Conseil)
Account Supervisor: Charles Georges-Picot (Publicis Conseil)
Account Manager: Alain Cazes (Publicis Conseil)
Account Manager: Benjamin Delacroix (Publicis Conseil)
Advertiser's Supervisor: Antoine Sire (BNP Paribas)
Advertiser's Supervisor: Nicolas Levant (BNP Paribas)
Advertiser's Supervisor: Didier Gal (BNP Paribas)
TV Producers: Muriel Allegrini/Pierre Marcus (WAM)
Sound Production: Etienne de Nanteuil (WAM)
Production Company: Les Telecreateurs
Post-Production: Franck-Herve Marc (WAM)
Interactive Production: Nils Audoin (Agence New York (Paris))
Director of Photography: Felix Larher
Art Buyer: Jean-Luc Chirio/Anne Traonouil (Elysian Fields)
Media placement: Web - Dailymotion, Facebook, Youtube - 21 Juny 2010

Summary of the Campaign
To reach a target of young adults, BNP Paribas created "My Roommates", a web series featuring the lives of 4 roommates with an ambitious goal to become the standard in fashion among young adults.
Thanks to PR, BNP Paribas created a real buzz around the characters before announcing that they were the official sponsor of the series, "My Roommates". The characters in the series then became the focus of the bank’s message in their public communication.

The Situation
In France, 60% of 18 to 25 year olds change banks when they leave home. How do we convince a disinterested target that BNP Paribas offers the best solutions for this life change?

Create "My Roommates", a web series featuring the lives of 4 roommates with an ambitious goal to become the standard in fashion among young adults.

The Goal
BNP Paribas is the leading French bank, but it suffers from a lack of image among young adults.

The Strategy
In May of 2010, season 1 of "My Roommates" was launched by removing any reference to BNP Paribas in the project. After 10 episodes and over 11 million views, this social phenomenon developed even more beyond the borders of the web after its popularity carried on to television, newspapers and radio.
In August, BNP Paribas announced it was the official sponsor of "The Roommates".
The characters in the series then became the focus of the bank’s message in their public communication.

Execution
In May 2030, Season 1 of “My housemates” is launched without any mention of BNP Paribas and their involvement in this project.
After 10 episodes and over 11 million hits, a social phenomenon is born, breaking web barriers and lending itself to television, to the press and to radio.
In August, BNP Paribas announces that it is the official sponsor of the series “Mes Colocs”.
The characters in the series become the bank’s spokespersons in an extensive public communications set-up.

Documented Results
- 11 million views.
- 250 articles in blogs
- 80 articles in the press
- + 1.6% increase in accounts opened.
- + 6.5 credit for young adults