BNP Paribas celebrates its corporate and institutional clients in Europe through its "For those who move the world" advertising campaign

Publicis Conseil

• BNP Paribas’ new international B2B campaign features case studies of corporates supported by the Group’s bankers. It illustrates how they advise and assist the implementation of BNP Paribas customer’s technological or energy transition projects.
• Conducted with Publicis Spain, Publicis Conseil and Players Paris, the campaign aims to promote BNP Paribas' international leadership in corporate and institutional banking and highlight the successes of clients.
• With the support of Havas Media, this campaign will benefit from cross-media activation with billboards at train stations across Europe, editorial content, videos, Social Media amplification and partnerships with major international media outlets.

“This new B2B advertising campaign ‘For those who move the world’ gives voice to our corporate customers and their bankers. We felt this to be the best advertising approach to showcase of the successes of European companies. It was also the best way to restate our commitment as a key European player in financing transition, supporting those who embody change and initiate transformations in sustainability and digitisation. The original cross-media activation of this European campaign focuses on our advisory mission and our role as partner to our customers. " explains Elise Hermant, Director of Communications, BNP Paribas Group.

« Through this new B2B advertising campaign, we wanted to highlight BNP Paribas' support to its corporate customers. With impactful taglines and an original visual approach combining AI and 3D, we highlighted BNP Paribas' role as a partner to businesses in accelerating their transformation and achieving ever more ambitious goals.» Marco Venturelli, CCO Publicis Groupe France   

« For those who move the world’ is a great opportunity to highlight two intrinsic dimensions of BNP Paribas: its international and more specifically European leadership, and its ability to support companies in transformative projects. The international media orchestration of this campaign has been carefully thought out to sublimate these two dimensions as closely as possible to a knowledgeable and demanding BtoB audience. » Laurent Broca, CEO Havas Media Network France

To meet the needs of its corporate and institutional clients, BNP Paribas offers a range of tailor-made and innovative solutions supporting them in their transformation and development. Through its expertise and knowledge of multiple business sectors, BNP Paribas can support their transition towards a sustainable economy.

“For those who move the world” is aimed at business and opinion leaders, by highlighting real business cases focused around 8 themes including mobility, energy transition, circular economy and innovation.

The campaign includes videos of BNP Paribas customers as well as visuals created in a virtual studio, using Artificial Intelligence and 3D graphics to represent 16 types of transformations of the European economy across different sectors supported by the bank.

The campaign will be deployed at pan-European level in 12 markets: France, UK, Belgium, Spain, Italy, Switzerland, the Netherlands, Germany, Poland, Sweden, Norway and Finland.

Please find all information relative to BNP Paribas activities for corporate and institutional clients, here

Appendices 

Business cases:

12 videos depicting the bank’s customers in France and abroad, bringing together senior management, financial officers and their BNP Paribas senior banker contacts.

These business cases tell us about the changes in the economy and how BNP Paribas supports customers both in their day-to-day operations and in exceptional circumstances.

These include:

• A bourgeoning French unicorn (Electra);
• Several companies short listed as most innovative companies in the world (source: Fast Company): Climeworks on carbon capture;
• Companies recognised for their innovations in terms of ecological transition (Carbios on PET plastics processing);
• In addition, companies at the heart of energy challenges (Ocean Winds, 50 Hertz));
• As well as more traditional players facing a major transformation of their business models: Bonduelle or JLR;
• Or companies that have already "pivoted" their activities (Man & Hummel).

Exotec: How Exotec’s robots are transforming the warehouse industry

JLR: JLR and BNP Paribas: reinventing financial services for sustainable mobility

Electra: How Electra is transforming Europe’s Electric Vehicle market

Campaign deployment

The campaign was launched on 30 April 2024 with billboards, notably in France, at the Eurostar boarding area at Gare du Nord. It will be deployed at a pan-European level in 12 markets: FR/UK/BE/ES/IT/CH/NL/DE/PL/SE/NO/FI through a media plan integrating different formats: OOH + DOOH in major European business areas and train stations such as Eurostar (more than 400 placements) / Press / Digital: Social (LinkedIn) / Display (Ogury) / Video platforms (Tads) / Brand Content partnership with the Financial Times.