Creative case - Roularta...Creative case ‘Working Capital campaign’ BNP Paribas Fortis Catherine...
Transcript of Creative case - Roularta...Creative case ‘Working Capital campaign’ BNP Paribas Fortis Catherine...
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Creative case
‘Working Capital campaign’ BNP Paribas Fortis
Catherine Closset Head of Advertising & Media BNP Paribas Fortis
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Key Challenge
Developing a new B2B external com concept…
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… and keeping your concentration during 20 minutes
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4 golden rules
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Rule n°1 Be in the skin of your target group
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Context: 2012
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Profile of the target group
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CEO & CFO’s
Few time
Looking for added value content
Working hard
Likes to benchmark himself or his company
Not open for advertising
Could be influenced by peers advices
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Departement
Rule n°2 Break the rules
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| 5/11/2015 | BCQ Advertiising & Media 8
From
product push to
customer needs
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New Sales Tools: the Working Capital Scan
Simulate the impact of financial supply chain management based on client’s Balance Sheet
Compare through benchmarking with sector peers
Would you recommend the
WCScan to another ACMA?
YES 87%
92% of clients were very satisfied with the
ACMA’s visit
“Some customers pay a consultant to have such analysis”
“It makes the conversation more interactive and concrete”
“The iPad gives a professional aspect”
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Rule n°3 Challenge your partners
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Challenge the creative & media agencies
Think together out of the box
& 1 common
recommendation
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3 AGENCIES
1 BRIEFING
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Rule n°4 Seduce (with a nice
story)
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“Working Capital Need” Campaign A global marketing and communication approach
Working Capital Need
campaign
Barometer
Advertising
WCN website
Sales support
Public Relations
Customer events
DM
Sales Tools
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The mediamix
IMAGE CAMPAIGN
BAROMETER
CONTENT DOSSIER
& advertorials
EXPERTS VIDEOS
ONLINE
MEDIA EVENT
MOBILE
LEAD GENERATION
Working capital
campaign
BCQ Advertising & Media
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Image campaign Based on customer needs
• Objective : awareness & leads generation 6 ads in business newspapers, magazines and trade press
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The barometer Build credibility
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Recruitment campaign PRINT ONLINE
• Start: 27/02/12 (recruitment) – 23/04/12 (results)
• Objective : awareness & credibility - Partnership with Trends, Canal Z, Radio 1 & La Premiere: recruitment campaign and editorial on results - Link WCN site: teasing & results, films experts used on Canal Z
In association with and
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The barometer Build credibility
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• Online survey
385 participants (CFO, CEO)
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Content dossiers
26.04: dossier on the results of the survey in Trends/Tendances
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Content dossiers
• ‘Expert talks’: Weekly column during 5 weeks in Trends/Tendances 2/3 page
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Experts videos
Experts testimonials
Survey results on
6 editorial pieces during 6 weeks & experts videos 2’
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Online
• Website Canal Z (Z-Wijzer / Z-Futé) Integrated page (editorial & experts videos)
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Online
Trends.be : ‘Working Capital’-dossier ‘powered by BNP Paribas Fortis’
• 2 ads on every page: 100% presence • 1 month exclusivity • 4 newsletters • Advertorials (integrated page)
with ‘the expert talks’
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Online
Image campaign ‘Working Capital’ Presence in a selection of B2B websites, Pure Business Pack included: Standaard.biz + Trends.be
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Mobile
Mobile pack 2 weeks presence (100% SOI) iPhone: splash & floor ads iPad: vertical/horizontal splash vertical/horizontal banners
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Lead generation
Business newsletters Generate leads for BNPPF Direct marketing Whitepaper included
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Media event
Trends CFO of the year (27/06/12)
Sponsored by BNP Paribas Fortis