NewB, the ethical and sustainable Belgian bank, is the first company to have used positive advertising on RTBF. On Auvio in particular. NewB was so seduced by the concept that it even relaunched a second campaign in the wake.

Let's go back to NewB's campaign, its results and its support for the Natagora association.

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NewB's first campaign

NewB launched a national campaign in October and November 2021. The objective was to communicate to the general public that it was now possible to open a bank account with them.

So they used, among other things, positive advertising on Auvio. It was the first large-scale test. And we thank NewB again for its trust. They used the post-roll format. That is, advertising after the content that the user has viewed. This format is therefore skippable in the sense that the user no longer has an interest in staying on the platform. The strength of positive advertising for skippable content is that it gives an incentive to stay. An external incentive. Namely the support of an association.

Concretely, we announce to the Internet user that by watching the advertisement, he is supporting an association. And that he must therefore stay to watch it. You can see an example below: https://drive.google.com/file/d/1MVTo4qRGMN1-NwHBGdgdIDW_SJsqBtrM/view?usp=sharing 

The RMB, our partner, the management of RTBF and Auvio, was surprised that the results were so good. A click rate (CTR) 3x higher than their average (4.5%) and a completion rate (therefore a complete vision) 2.5x higher. Just that. It's simple, 50% of Internet users have voluntarily watched the entire ad. On a 30-second video, that's no small thing.

The reason is simple. This concept provides a positive experience for Internet users. Traditional advertising is of almost no interest to anyone. Internet users must be given an advantage. Here, associative support therefore the fact of doing a good action. The benefits have been great for NewB, especially for a basic awareness channel like Auvio.

Also note that in post-roll, we have access to the lowest price on the market. We are the only ones who can buy it that low.

20% of the campaign budget was allocated to finance the creation of nature reserves with Natagora. 20% is the maximum amount, this figure is between 10 and 20%.

Natagora is an association for the defense of the environment. They launch different projects every three months. Generally the purchase of land plots to turn them into nature reserves. That was the case here. An expansion of the Devant-Bouignes reserve, near Dinant in Wallonia.
https://www.natagora.be/reserves/devant-bouvignes

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NewB's second investment product campaign

NewB was convinced by the concept and the results. They therefore relaunched a campaign at the very beginning of 2022. NewB had just launched a new sustainable investment product. And it was necessary to reach a certain minimum investment amount to be able to launch it. NewB therefore almost doubled the budget compared to the first campaign and relaunched a campaign on Auvio. Still post-roll.

On the other hand, we added targeting: economy and finance. In other words, only Internet users who have already seen at least 3 pieces of content talking about these topics have seen the ad.

The results were relatively similar. A slightly lower completion rate (a little under 50%) and a click rate just under 4%. This is still well above the Auvio average. As the subject is more specific, this probably explains slightly lower results.

The good news? NewB doubled the goal it needed to reach in order to launch its investment product. Congratulations to them and to the whole team!

The same nature reserve was supported through positive advertising. And the same percentage was applied. Congratulations on their commitment.

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The opinion of NewB's marketing manager

Nicolas Karlshausen, marketing and communication manager at NewB:

“With this format, GiveActions is taking another significant step in reconciling marketing and ethics. The campaign allowed NewB to make itself known in a qualitative environment while contributing to a sustainable project that is totally in line with the fundamental values of our cooperative and ethical bank.

In an advertising sector largely focused on GAFAMs, GiveActions offers a local and original solution so that our campaigns can make a difference at all levels.”

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Maxime Van der Meerschen, co-founder of GiveActions, adds:

“The first major positive advertising campaign in Belgium has come to an end. And the results are just incredible... In addition to the excellent performance of the campaign, it is also nice to see that consumers also want things to change. A first great success that will lead to others. Because committed brands must become the norm. Thanks to NewB, RTBF and RMB for their commitment! ”

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If you want more information about the concept of positive advertising, contact us!

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