Integrated
#Study with Roland-Garros
BNP Paribas
Issue 38 | March 2016
Background
In France, certainly in the financial category, branded content was mostly short videos made by YouTubers, which everyone knew was just old-fashioned endorsement advertising with new faces.
BNP Paribas had never stepped away from traditional advertising before. However, the bank had sponsored the French Open at Roland-Garros for 40 years.
The challenge was to use their sponsorship in a new and intelligent way to engage with the youth market.
