BNP Paribas Violence Survey
The challenge
With limited brand recognition, particularly in the business-to-business banking arena locally – MSL South Africa was tasked with educating key stakeholders about BNP Paribas’ global track record and unique banking solutions. In addition, MSL needed to elevate the brand’s reputation as a responsible bank and a committed South African citizen by creating impactful platform(s) that resonated with local audiences from a CSI perspective.
Our solution
Following a review of local media and competitor landscapes, MSL revealed key thematic opportunities for BNP Paribas to “own” content in the SA media space – primarily with regards to demonstrating its prowess as a responsible bank through sustainability-related thought leadership content and proactive economic media commentary.
We created the BNP Paribas Violence Survey (in partnership with consumer finance arm, RCS) to amplify the Whitaker Peace & Development Initiative (WPDI) – a non-governmental organisation (NGO) supported by BNP Paribas with actor Forest Whitaker – focused on the upliftment of young people living on the Cape Flats. The platform revealed the link between business performance and the incidents of violence impacting staff (now in its second successful year in South Africa as a recognised research platform).
Results
Total amount of editorial coverage achieved (Exceeded clippings benchmark)
%
Strategic journalist engagements (Tier 1)
AVE 1:1 value
Delivered 2 x thought leadership platforms (The BNP Paribas Violence Survey South Africa) and media events with 100% attendance secured
Awards
PRISMS Awards:
In the Community Relations category, our client BNP Paribas CIB in association with RCS Group won bronze for revealing the true impact of community violence on the local business landscape.
