Publicis Brussels Colours Outside The Lines For ‘Hello bank!’

Hello bank!, the mobile bank from BNP Paribas Fortis, called upon Publicis Brussels to strengthen her image within the target group of 18 to 35-year olds. The bank was founded three years ago and there was a need for more visibility and a boost in brand awareness. 

Publicis started from the idea that young people like to do things their own way, and that they don’t want to waste time, so they want everything immediately. Hello bank! is one of the only banks that fulfils this wish: “create your own story, Hello bank! is ready for you.” This is reflected in the fact that Hello bank! does not have physical bank branches; that the team is available 83 hours a week, via all kinds of channels that young people use on a daily basis like Facebook, Twitter, email and telephone; that all the basic products are for free; that you can set up a crowdfunding project instead of loaning money; etc.

The new campaign is all about creating your own story, starting on a blank page. Dare to think, dare to create and spread your wings. The world is at your feet. The white paint in the online video symbolises the blank page, and is the “white thread” of the story. The video was recorded on different locations in Sofia. The voices and lyrics in French and Dutch are from Simon Den Haerynck (aka Mon) (NL) and Akro from Starflam (FR). English voice is from the poetry slammer Zed. Music was composed by the Belgian music & radio company Raygun. The online video is also broadcasted in cinemas, and there is also a radio, bannering and social media campaign.