Helping BNP Paribas Fortis reach a younger target group through sponsoring
In Belgium, BNP Paribas Fortis sponsors one of the biggest football teams in the first division, RSC Anderlecht. Each year, they participate in the team’s fan days, making use of their partnership to reach a younger audience. We helped them do so by creating a fun gadget for them to be given out to kids or parents during the events: a coloring book that was tailor-made for the team, with illustrations depicting their stadium, their mascot, etc.
Not only did they want to have an impact on children through storytelling, they also wanted to boost traffic to their website, so we found a way to make this happen. On the back of the book, we explained that there was extra content available online linked to a contest: kids could download more drawings, color them in and submit them, and then players would choose 11 children who could come with them on the field at the start of the next game. This way BNP Paribas Fortis could also gather information about the participants, allowing them to create a database for their next marketing projects.
In short, we helped BNP Paribas Fortis offer young football fans an amazing experience through a fun gift that served as a marketing tool at the same time. Because their brand is present on each page of the book, they made a lasting impact.
Like what you’re reading? You might be interested in the project we did for the Open MR as well: Reaching voters in a new way for the Open MR