Success Story

A three-pointer strategy: how La Banque Postale and the NBA score by targeting millennials?

An immersive and engaging acquisition platform

The challenge

Supporting the millenials is a key issue for La Banque Postale through the promotion of its dedicated #TalentBooster program.

3 objectives identified to emerge and touch this elusive target:

  • Awareness: make #TalentBooster offers known to young people;
  • Collection: collect opt-ins from young customers and prospects;
  • Performance: drive qualified traffic to the website and generate subscriptions to #TalentBooster offers.

 

The solution

Together with Numberly’s teams, the group has set up a fun, immersive, community-based and engaging platform, supported by a simultaneous multi-lever digital orchestration, around a unique event: the NBA Paris Game 2020 presented by BeIN Sports.

The system was designed over 8 months (from June 2019 to January 2020), bouncing off sporting events, and giving participants a chance to win exclusive prizes (VIP seats, goodies, items from the NBA store…) and to boost engagement. It is composed of 3 platforms to create a common thread associated with several strategic highlights positioned in relation to the NBA calendar.

First of all, the red thread platform. To participate, you just have to pick a team you identify with among the following groups: music lovers, sports enthusiasts, globe-trotters and video game addicts. Then, you have to answer several themed quizzes allowing participants to challenge their talents and earn points for their team. Prizes are then awarded by drawing lots from the winning team members, which encourages team spirit and creates commitment by generating a feeling of belonging to a team.

In parallel to this common thread, 2 platforms “highlights” come to animate the digital platform:

  • The Golden Match, a big draw following the opening of the NBA match ticketing and allowing to win VIP tickets for the event;
  • The Basket Challenge, a winning moment that encourages interaction via basketball shots, with numerous prizes at stake.

This platform is supported by a simultaneous digital multi-lever orchestration:

  • Social networks: viral mechanics
  • Self-promotion: targeted banners and acquisition emails
  • Affiliation: activation of 24 targeted bases
  • Media: programmatic and paid social. The campaigns are based on an affinity targeting based on the interests of the participants (music, sport, travel, video games) in order to push them the corresponding team thread, for even more personalization of the course.

The results

Results that surpass objectives! Through this fun and immersive platform, the millennials target has been reached in an impactful way, with a controlled acquisition cost to the registrant.

  • More than 2 million unique visits on the different platforms;
  • More than 200,000 deduplicated registrants on the different platforms;

Key Figures

59%

opt-in rate

93%

of registrants go all the way, once the journey has begun

A dedicated Numberly/LBP project taskforce has been set up throughout this project to make this common thread operation as immersive and engaging as possible. A total success!

Focus on the acquisition campaign via Snapchat