CBC is a bank active in the South of Belgium. It is a challenger (<10% market share) that traditionally focused on more affluent customers. Its image was not very dynamic, young or innovative. CBC was not top-of-mind with people who consider different banks, for example in the context of a mortgage loan.

A year before the launch of the campaign, CBC decided to renew its image and launched a new baseline “decided to move forward”. The idea is to focus on people with a lot of ambition, rather than a lot of money on their account.

The objective of the mortgage campaign was to be a proof point of this new strategy:

1. To give CBC a younger, more modern and more open image

2. To be reconsidered as a bank for mortgage loans

3. To attract more people for a mortgage introduction interview

A week before the campaign, we held a press conference concerning a real estate survey. As a conclusion, we revealed our solution: the campaign ‘sleep on it’. This created a lot of free publicity.

It was followed by 2 waves of radio and bannering. A week later, prospects were targeted on social media. These ads were the greatest conversion driver to our platform.

During the 7 weeks of the campaign, we constantly adjusted our social media buying to obtain the best results.