The “don’t give up” (nelacherien.com) operation is a remarkable creative and modern example of promotion and activation, especially for a bank.

We offered to help the students who failed their Baccalauréat (major school exam in France) by giving them the opportunity to retake it with the help of a bank. To do so, Banque Populaire created a partnership with Acadomia, the largest provider of school help in France.

The bank plebiscites a public to whom usually no one speaks and consequently gives a positive image. In addition, free access to the platform allows Banque Populaire to reach a large part of the young target.

The final purpose: an activation that took a non-commercial angle in order to emphasize the relationship to the brand and give an impact on the business.

The richness of the dispositive makes of this operation this integrated activation complete (film – display – RP – CRM – social media – billboard).

The advertising campaign which spread over mobile, digital, billboards and social media supports, has generated around 20,000,000 contacts.

Some details:

- Both films on youtube generated 715 425 views

- 200.000 visits on the platform

- 1.6 million people were potentially reached on the social networks.

To finish, with 87.9% of success, 2014 had the highest bac success rate of all time. That is clear, Banque Populaire has an important role on this new record.

We don’t have any figures linking our operation to the number of opening accounts for Banque Populaire. But, who would forget a bank that helped you get your degree?