Case Study: Hello Bank strengthens its connection with young customers with Mindspeller

Hello bank reinforces youth brand connection for its 2018 spring campaign with Greenbook

The customer, Hello Bank, a mobile brand affiliated with BNP Paribas Fortis, sought to reinforce its connection with its core youth demographic and set itself apart from competitors. Their challenge was to gain new implicit-level insights to drive top-of-mind associations for a rebranding exercise. They engaged the vendor, Greenbook, and its partner Mindspeller to address this.

Greenbook, through Mindspeller's AI-powered neuromarketing solution, mapped the bank's implicit associations and explored new brand story concepts. This process identified "travel" and "youth" as key themes, with a competitive scan revealing an opportunity in "low-cost travelling." As a result, Hello Bank implemented these suggestions into its spring 2018 campaign, using imagery focused on travel and youth to successfully reinforce its brand connection with the target segment.

Hello bank