To reach a target of young adults, BNP Paribas created "My Roommates", a web series featuring the lives of 4 roommates with an ambitious goal to become the standard in fashion among young adults. Thanks to PR, BNP Paribas created a real buzz around the characters before announcing that they were the official sponsor of the series, "My Roommates". The characters in the series then became the focus of the bank’s message in their public communication.

In May 2030, Season 1 of “My housemates” is launched without any mention of BNP Paribas and their involvement in this project.

After 10 episodes and over 11 million hits, a social phenomenon is born, breaking web barriers and lending itself to television, to the press and to radio.

In August, BNP Paribas announces that it is the official sponsor of the series “Mes Colocs”.

The characters in the series become the bank’s spokespersons in an extensive public communications set-up.

- 11 million views.

- 250 articles in blogs - 80 articles in the press- + 1.6% increase in accounts opened.- + 6.5 credit for young adults