Belfius – Direct Mobile

An airport domination strategy helped break the download record for the Belfius travel app, enhancing the brands digital services proposition.

The Challenge

The goal was to position Belfius as the leader in digital banking in order to increase the consideration and perception of the brand’s digital services and to recruit new consumers.

The Belfius mobile app has a number of specific applications for travellers, including the ability to activate your credit card in foreign countries, increase the limit of your credit card, and make a travel assistance insurance contract. Therefore travelers are an important target group for Belfius.

Our Solution

With yearly more than 23,5 million passengers in Brussels Airport and 7 million in Brussels South Charleroi Airport, there are no better places to reach travelers.

A domination strategy, using a variety of interior and exterior locations throughout the airport – from arrival until boarding, and even during the wait time – made our message unmissable.

Results

During this campaign, all records of the Belfius app downloads were broken. The Belfius app has one of the best scores in the app store.

The campaign had a strong impact, delivering an 18,5% lift in ad recall after the launch of the campaign.

This campaign won a Silver @ the IAB Mixx Awards.

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