The Next Generation Marketing in Action

Chanel Blount, Arthur Guiot, Coline Viard, Rodrigue Viérin

BNP Paribas IP in 10 years

Leader on the marketInnovative bank Human Image

Trusted and appreciated bank

The Dutch market today

B2C for decades - Traditional

Nor specialized, nor innovative

Same strategy :

● Reduction of cost● Better UX

Outsider :

New branding, but strong background

Different strategy :

● Social UX - Platform● Give sense - Awareness● Greater value

→ BNP IP, Your world changing investment

How ?

● Enter the market by a challenging niche

● Strong marketing campaign

● Innovative platform

The Rebels

Environmentally Savvy

Work for a purpose

Hyperconnected

Distrusting of banks

Age : 25 - 37 Neglect their finance

Robbin Demographics:

Age: 27 Job Title: Graphic Designer (2015 Graduate)

Status: Single Netto income: 1,350 Euro/Month

Hobbies:Relaxing in coffee shops, Listening to music, Enjoying time spent with friends

Values & Goals: Equality, Eco-Sustainability, Innovation, Healthy Lifestyle, New Trends, Betterment of the world

‘Dreamer’ Anything is possible mentality,

challenging our society

Technology Minded: Spends more than 4 hours a day on internet; Social Media, Spotify, Games, Videos

AnneliesDemographics:

Age: 35 Job Title: Primary School Teacher

Status: Married (2 Children) Netto income: 1,500 Euro/Month

Hobbies:Traveling, Spending time with family, Helping her local community

Values & Goals: Relies on Honesty, Generosity, Fairness, and a Social Vision

Open-Minded, Critical, Curious

Environmentally Minded: Buys organic, doesn’t agree with her energy supplier because they’re harmful to the environment, bikes everyday to cut down on gas consumption

Value proposition

Pain Relievers

Pains

No time

Toocomplicated

No money

No trust in banks

Our Idea

New way of thinking about investments

The Platform

#bethechange

● Around 100 vending machines in The Netherlands : 200 000€ +

the cost of renting location

● The App : around 70 000€.

● The Platform : around 150 000€.

● Various things (after movie, community managers, spotify

advertisements, social media ads).

How Much Will it Cost?

500 000 €

How can we measure this plan?

+ 500 000 people

Objective : 10 000 (2%)

Conclusion

Brand awareness

Market shares

“Be the change you want to see in the world”

Questions?

Plan B?

Special concerts

Plan B ?

Investing didn’t look so bad

Online subscription Concert Mailing

campaign

References