Hello bank! is BNP Paribas' new bank - it's the first mobile native pan-European bank, based on customers' behaviour and expectations.
To mark its first anniversary, Hello bank! wanted to launch a unique European initiative and build a new experience to develop its brand preference and awareness, in an ever more crowded digital banking sector.
Music is universal and increasingly mobile... and so is banking.
The easy solution would have been to sponsor music concerts like any other bank would have done – but we wanted to invest in the music field with a never-seen-before idea, that was in-line with our customers behaviour and expectations.
We launched Hello play! – Hello play! is a totally new music sponsorship approach: it's a digital platform that enables its users to support music projects through their everyday music listening.
The more you listen, share, and like music via your usual streaming services (Spotify, SoundClound, Deezer, LastFM…) the more you can support music projects. With Hello play, Hello bank! has invented the 1st European crowd sponsoring platform dedicated to music.
To make it simple, after having connected your usual streaming account to the Hello play! platform, you collect points (Hello Coins) while listening to music which you can re-distribute to up-and-coming musical talents (not only group or singers, but also makers, start-ups,…). Hello bank! then converts Hello Coins into money to finance the projects that you have chosen.
Listen. Earn. Give back. It is free and simple for all Hello players!
Hello play! isn't "just a campaign", it is the 1st European crowd sponsoring platform dedicated to music.
The platform has been launched on the 3rd December 2014. This new music sponsorship approach is aimed to be permanent. It will be supported during the whole year 2015 on social media and with editorial and video brand content that will illustrate the impact of Hello play! while following for several months 3 up and coming artists in the realisation of their projects.
In the first month of the programme, more than 6000 users registered, one million tracks have been listened to through Hello play! and Helloplayers distributed more than 466 000 Hello coins to 28 different projects, which generated 75 000 shares on social networks. To date, 15 projects have been entirely financed.
Even medias picked the story, with more than 60 pieces of coverage on digital, print and TV.
