Case background

HelloBank, part of BNP Paribas, is an innovative and digital bank that focuses mainly on the mobile first generation. Basic-Fit is used as a communication channel to generate extra awareness within a
predominantly young and active target group.

Within this case we looked at a 360 degree activation, in which HelloBank was visible at various moments within the Customer Journey of the target group. In terms of content strategy, we opted to generate as much campaign material as possible within Basic-Fit in terms of look and feel.

The activation

During the campaign, which lasted 8 weeks, Basic-Fit members could benefit from exclusive deals. When opening a free HelloBank account, members got €60 deposited into their account, this amount could then be freely spent. No strings attached! Members who were already HelloBank customers had a chance to win various prizes, including a Garmin smartwatch.

The visuals for the campaign were shot at a Basic-Fit club. The recognizable HelloBank sauce was then applied to the visuals, which resulted in a catchy campaign.

Use of touchpoints

Based on a strategic content planning, these campaign images were shared at various points in the customer journey. The following touch points were used for this purpose:

  • Digital screens
  • Basic-Fit App (member benefit)
  • Vouchers at the club
  • Various mailings
  • Push notification Basic-Fit App


  • Exclusive deals for Basic-Fit members
  • More than 3.4 MIO club visits during campaign periods
  • +4 MIO times the spot was shown
  • 10% higher conversion compared to other campaigns