Cannes Lions

ROOM FOR IMPROVEMENT

TBWA\BELGIUM, Brussels / KBC / 2015

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Overview

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Credits

Overview

Description

Every business owner knows it’s important to innovate with new products and services. But the only way to know an idea could work, is doing market research. Which is much too expensive for small and medium businesses.

In comes KBC bank, helping small businesses by organizing an innovative way of doing market research. KBC gave business owners the opportunity to ask their target audience multiple-choice questions.

Execution

Both an integrated and regional campaign were set up to guide the right target audience for every business towards the platform. Integrated through radio, online, print, 5” TV billboards and outdoor to reach many people. Regional through a collaboration with several national newspapers having a strong regional impact to reach local (potential) clients. Digital billboards in the streets near local businesses were an innovative way to ask people questions. Also 17500 suggestion boxes were distributed to entrepreneurs. Every box was a conversation starter.

Outcome

- Together 1.483 entrepreneurs posted 2.600 questions on the platform.

- 521.088* answers were given. This means on average over 1650 answers per town in Flanders.

- More than a 100 business owners started to carry out their ideas.

- 166% of the business objectives were reached.

- The campaign also generated commercial success for KBC as it positioned itself again as a real partner for small business owners.

(*) only in Flanders & Brussels, as KBC is a Flemish bank.

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