The TV and radio campaign highlights that one billion euros is available for the self-employed, professionals and businesses
BNP Paribas Fortis, the new name under which the Retail, Private and Commercial Banking activities of Fortis Bank operate in Belgium, has launched its first publicity campaign ‘One billion euros’, aimed at the self-employed, professionals and businesses. The campaign highlights that one billion euros is available to help this target group develop their activities. Advertisements supporting the campaign have appeared in the branches and in the media since 1 June, and TV spots will be rolled out this week. Radio spots will follow soon after.
BNP Paribas Fortis deliberately chose to base its first campaign on a concrete proposition rather than opting for a corporate image campaign. The purpose of the campaign is to publicise BNP Paribas Fortis’s engagement, commitment to customers and involvement in financing the real economy.
Belgium’s foremost bank is now part of one of the most solid financial institutions in the world, with the resources to offer customers the best possible service. At a time when many people assume credit will be difficult to obtain, BNP Paribas is explicitly inviting business people to visit a branch of the bank to discuss their projects.
Publicis Belgium, the group’s advertising agency, developed the creative concept. This depicts a florist, a baker, a pharmacist and a businessman who are all so surprised by the bank’s offer that they drop whatever they have in their hands. The tone is sincere, genuine and fresh, and reflects the bank’s involvement with its customers.
The first step in the rebranding of BNP Paribas Fortis, which began on 14 May, is now almost complete at the bank’s 1050 branches.
Fortis Bank joined BNP Paribas, a leading European financial services group of international standing, in May 2009. BNP Paribas is the euro – zone’s largest bank by deposits, and is one of the six most solid banks worldwide according to Standard & Poor’s, employing more than 200,000 people in 85 countries. The group occupies key positions with its core businesses in Retail Banking, Investment Solutions and Corporate & Investment Banking. BNP Paribas has four domestic markets in retail banking: Belgium, France, Italy and Luxembourg. It also has a significant presence in the US and leading positions in Asia and emerging markets.
Under the name BNP Paribas Fortis, the bank offers the Belgian market a comprehensive package of financial services for private individuals, the self-employed, professionals and SME’s. In the insurance sector, BNP Paribas Fortis works closely with Belgian market leader Fortis Insurance Belgium. The bank also provides wealthy individuals, corporations and public and financial institutions with custom solutions for which it can draw on BNP Paribas’ know-how and international network.
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