Bred dedicates 100% AI campaign to young people

The Bred chose to show originality for its new communication campaign. The bank has therefore moved closer to the YellowBlue Agency, which is responsible for creating an advertising campaign entirely carried out thanks to artificial intelligence. This strategic decision stems from an ambition of the French bank to make its image more popular with young people.

FACTS

• The new advertising campaign of the Bred Banque Populaire will therefore highlight totally fictional characters to promote the image of the bank.

• The YellowBlue agency, in charge of this campaign, created posters thanks to artificial intelligence. It presents fictitious characters, taking the traits of elderly people who have adopted a dress style offset for their age, because taking up the codes of young people (live colours, caps, sunglasses and sweatshirts).

• This humorous campaign thus features fictional clients seeking to appear younger to benefit from the bank's affinity offers to the youngest.

• Among these offers for students aged 18 to 27, good plans and exclusive financing offers.

• In addition to the poster campaign, this communication operation is also available on other media: e-mailing, web and print flyers, ticket vending screens, mobile interstitials and social networks.

ISSUES

• Touching young people : The use of the latest technologies of artificial intelligence and the adoption of a staggered tone are presented by the French bank and its communication agency as keys to address today to the young people precisely targeted by this campaign.

• Innovate from prospecting : The use of the latest artificial intelligence technologies in the creation of a marketing and prospecting campaign represents a first promise for the bank of its ability to innovate and finally also to offer the latest generation services to its customers.

PERSPECTIVE

• The advertising and marketing sector is also affected by the deployment of the latest artificial intelligence technologies, as in all sectors.

• But today rather than using these technologies to simply improve the visual aspect of its last campaign, Bred puts forward the use of these technologies as an argument to demonstrate its ability to innovate. It thus seeks to defend the image of a modern and original bank.

• This staggered campaign is reminiscent of other innovative strategies that have previously been adopted by banking and insurance actors. Although artificial intelligence is now used by the Bred, Allianz France presented a sound fiction in the form of a Podcast in 2021 in order to differentiate. Video games are also often used to address young people.

Traduit automatiquement via Libretranslate / Automatically translated via Libretranslate