This original rap song, featuring TikTok Creator and rapper D.Ace, was born from the candid and impassioned comments of frustrated Gen-Z users on TikTok. Their experiences and woes inspired us to craft a compelling audio piece that vividly captures the daunting challenges young adults face while searching for a suitable apartment. We shed light on the fiercely competitive housing market, the demanding income and guarantor prerequisites, and the bureaucratic hurdles that stand in their way.

Our lyrics echo the financial strain of apartment hunting, highlighting the exorbitant rent costs relative to the living space's size. This audio work is a heartfelt ode to their struggles, delivered with sharp wit and authenticity. It serves as a poignant reminder of their journey, paving the way for the promotion of "Jeun'Appart" - an exclusive offering from BNP Paribas, designed to assist 18-24-year-olds in their quest for an apartment with greater ease and speed.

Situation:

With Gen-Z craving more independence, the housing crisis has become a prominent challenge. Most young adults couldn't quite figure out how a bank like BNP Paribas could fix this mess... but they sure felt better sharing their housing gripes on TikTok, where their comments get real and heartfelt.

Brief:

We were tasked with promoting the "Jeun'Appart" offer towards French 18-24, whilst initiating the presence of the BNP Paribas brand on TikTok. Our ambition was to harness these candid TikTok comments, transforming them into a cultural artifact that deeply resonates with Gen-Z on an emotional level - akin to what a Creator would craft.

Objectives:

Impressions. Outperform the overall estimation (41M) by 25%.

Engagement. Outperform the overall estimation (50K) by 15% & generate at least 60% positive comments.

Clicks. Outperform the overall estimation (162K) by 15% and be the n°1 traffic source of the offer page during the media period.

1- The rental market in France. It's reached a critical situation in big cities, which makes it extremely difficult for young people to access a decent flat. Main reasons are: limited supply; cost of moving, which includes security deposits, first month's rent, and moving expenses; discrimination from landlords, who may be less likely to rent to young people who are students or have low incomes.

2- The anti-ad French bias. French consumers, especially Gen-Z, are quite hostile towards intrusive ads in their social media feeds because they value privacy, authenticity, and are experiencing ad fatigue. They are becoming increasingly desensitized to traditional advertising messages, even more if they are perceived as an interruption of their scrolling experience.

3- The rap culture in France. Dating back to the early 1980s, which explains its role in the national pop culture. It is often highly politicized and socially conscious, reflecting the challenges and experiences of young people in the country.

The most influential local rappers are often seen as role models, admired for their authenticity, their success, and their commitment to social justice.

The social component of our campaign outperformed expectations, achieving a remarkable 167% of the initial target (with Spotify at 136%). Key performance metrics include:

Impressions: We garnered an impressive 82M impressions, surpassing the estimated 41M by 67%. This exceeded our objective by 42 points, and we effectively optimized the CPM by a substantial 40%. Remarkably, TikTok accounted for 85% of the total impressions.

Engagement: Our campaign generated 93K engagements, exceeding the estimated 50K by 60%. We exceeded our engagement objective by a significant 45 points. Impressively, almost 90% of the comments on TikTok were positive, surpassing our goal by 30 points. This highlighted the campaign's notable impact and resonance for a generation grappling with housing issues.

Clicks: We achieved a remarkable 446K clicks, surpassing the estimated 162K by 93%, exceeding our objective by 78 points. The campaign's traffic to the offer page outperformed all other marketing efforts.

Lyrics “Get a Flat" by D.Ace (original version in French)

“I love you mom and dad

but I've got to fly the nest

Looking for an apartment

It’s a nightmare at best

An obstacle course

The best offers play hide and seek

You didn't even get there, right? (wow!)

You slept, you woke up “yawn”

And they’d disappeared overnight (what!?)

Then even when you find one

You have to earn 17 times the rent

Fill out forms as long as dictionaries

This paperwork will start an argument

And if that wasn’t enough

Only got 17 guarantors, need one more

Over a year of messages and visits

Should have started in high school

Times are desperate, especially if you live in the IDF

€900 for 15m2

Is this an apartment or

is it a ring in the IBF?

We’re not BFFs

But come on, let's give each other good advice

A tip, a trick, so we can get some references

Otherwise I'm afraid we won’t get out alive”