Lunch & Learn
FROM LAGGARD TO FRONTRUNNER
Christ’l Dejonghe – Strategic Director Kunstmaan|Accenture Interactive
About the speakers
Christ’l Dejonghe – Stratgic Director Kunstmaan|Accenture Interactive
About the session
From laggard to frontrunner
A pioneer in the online investment since 1998, BOLERO (the online investment platform of KBC, one of Belgium’s biggest banks) found itself with an existential crisis in 2012. Its main competitors were overtaking them. A study of consumer investment habits revealed many reasons why people stuck with trusted brokers, despite the advantages of the BOLERO platform: the secret to success was ease-of-use combined with a strong dose of customer service embodied as self-empowerment, the most important factors for consumers when choosing an on-line platform.
Kunstmaan|Accenture Interactive reimagined the BOLERO platform and completely repositioned the brand to become the new standard in online investing. The ensuing communications campaign delved to the heart of the experience in two simple words: “Machtig makkelijk” (Powerfully Easy).
Indeed, at every touch point we proved that high performance can also be user-friendly. From dynamic, experienced investors to the total newbie, people armed with information were now in a position to deal for themselves.The highly innovative platform, which became the European standard, was chosen as the “best online trading platform” by Bankshopper four years in a row. And since the launch of the platform and apps, along with the “Machtig makkelijk” campaigns and ongoing on- and off-line communications, both awareness of the brand and its products, as well as business results, have been beating records year after year.
In 2017, another important milestone was reached: Bolero surpassed all of its competitors to become the market leader in online investing.
Find out how an end-to-end marketing approach, originating from strong human insights, can and will boost a brand’s success during our lunch and learn session!