BNP Paribas Investment Partners’ advertising campaign, “was het maar waar” (“if it only were true”) to raise our brand and proposition awareness in the Dutch market was named European Marketing Campaign of the Year by funds europe , one of the leading business strategy magazines for Europe’s asset management professionals.
The multimedia campaign – broadcast on dailies, radio, websites, magazines and using cross-media promotion – used a highly original and offbeat creative approach: to show absurd or exaggerated situations related to clients’ demands or sentiments to create so-called stopping power, with the theme “if only it were true”. For example, for the retail segment, the picture in the advert shows the arrival of Sinterklaas (not to be confused with Santa Claus) in the summertime – while this normally only happens in the winter. The association is that the dividend fund range pays out more than once a year – just as if Sinterklaas was coming twice a year instead of once.
