Bnp Promo, Case study RENOVATION by Publicis Brussels

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Released January 2010

Credits & Description

Category: Best Use of Outdoor
Product/Service: HOUSING LOANS
Date of First Appearance: Jan 25 2010 12:00AM
Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Production Director: Christ Lannoy (Publicis Brussels)
Event Manager: Daniel Bastin (Cleat Channel Outdoor)
Account Director: Sandra Cichirillo (Publicis Brussels)
Account Manager: Sabrina Schuller (Publicis Brussels)
Media placement: Bus Shelter - Clearchannel - 25 January 2010

Results and Effectiveness
The bus shelters were very visible from a long way off and were both noted and liked by visitors before they entered the exhibition. This of course was the objective of the exercise. Inside the Palais there were reminders of the different loans on offer and of course a BNPP Fortis stand.

Creative Execution
Given the budget (limited) and the deadline (tight) we opted to do an ambiant campaign which would reach 100 thousand visitors around the neighborhood of the Batibouw site, Brussels’ Palais d’exposition, which is near the famous Atomium. To be simple, direct and impactful, we decided on bus shelters and choose strategic locations where visitors had to pass. Brussels bus shelters are all glass-enclosed so what we did was simply to paint the inside of the glass with the white lime which is traditionally used to paint the windows of buildings under renovation to prevent passersby from seeing the inside. Then, by means of a stencil, we wrote a message in transparent letters on the lime covered window: The copy read simply, “Renovating, ask advice at your BNP Paribas Fortis Branch”

Insights, Strategy & the Idea
In Belgium there is an annual trade fair at the same time every year which covers all aspects of real estate, housing and construction. It’s called BATIBOUW. BATIBOUW is so profitable and so popular there are more than 300,000 visitors each year that the banks have become accustomed to lowering their interest rates to coincide with the opening of the fair. BNP Paribas Fortis therefore decided to run a campaign to promote their renovation loans.