KBC

juillet 2015
KBC
Description

‘Your money and your life’

Grappa provides information about living a comfortable life. The topics allow the readers to dream but are within their grasp. No unaffordable luxuries or unbridled escapism, but articles that provide inspiration for an enjoyable life. No interviews with unattainable stars, but honest conversations with people from Flanders.

Défis

The main objective was to produce a magazine to strengthen the bond between KBC and its Premium Banking clients in Flanders and Brussels, in order to help preserve and enhance relationships. Informing readers about relevant financial topics and refering them to the website for information on/purchase of financial products was also key.

Solutions

A 60-page quarterly magazine called Grappa that is distributed exclusively to Premium Banking clients free of charge. The magazine is published in Dutch (for Flanders and for Dutch-speaking readers in Brussels) and French (for French-speaking readers in Brussels).

 The idea is not to force the KBC brand on the reader but to make it tangible in an indirect, casual way. The aim is to provide substantial added value by linking credible content to practical use.

 Grappa is based on two key components – Your Money (financial) and Your Life (lifestyle) – and provides information about living a comfortable life. KBC speaks its client's language and is the bank that is rooted in Flanders. The layout is calm and classy and the photography is soft and slightly sublimated.

Impact

To determine whether Grappa achieves its objectives, the magazine was subjected to a thorough readers’ survey after the first year. The results show that the approach to present KBC products and services in a casual, non-intrusive way pays off.

Grappa reaches its target audience: 85% of the respondents know the magazine. A clear majority of them are generally positive (61%) or very positive (6%) about the magazine. The respondents are very satisfied with Grappa’s high accessibility (84%) and frequency (90%), while 86% indicate they prefer to receive the magazine in print rather than in digital format.

KBC

juillet 2015
Description

‘Your money and your life’

Grappa provides information about living a comfortable life. The topics allow the readers to dream but are within their grasp. No unaffordable luxuries or unbridled escapism, but articles that provide inspiration for an enjoyable life. No interviews with unattainable stars, but honest conversations with people from Flanders.

Défis

The main objective was to produce a magazine to strengthen the bond between KBC and its Premium Banking clients in Flanders and Brussels, in order to help preserve and enhance relationships. Informing readers about relevant financial topics and refering them to the website for information on/purchase of financial products was also key.

Solutions

A 60-page quarterly magazine called Grappa that is distributed exclusively to Premium Banking clients free of charge. The magazine is published in Dutch (for Flanders and for Dutch-speaking readers in Brussels) and French (for French-speaking readers in Brussels).

 The idea is not to force the KBC brand on the reader but to make it tangible in an indirect, casual way. The aim is to provide substantial added value by linking credible content to practical use.

 Grappa is based on two key components – Your Money (financial) and Your Life (lifestyle) – and provides information about living a comfortable life. KBC speaks its client's language and is the bank that is rooted in Flanders. The layout is calm and classy and the photography is soft and slightly sublimated.

Impact

To determine whether Grappa achieves its objectives, the magazine was subjected to a thorough readers’ survey after the first year. The results show that the approach to present KBC products and services in a casual, non-intrusive way pays off.

Grappa reaches its target audience: 85% of the respondents know the magazine. A clear majority of them are generally positive (61%) or very positive (6%) about the magazine. The respondents are very satisfied with Grappa’s high accessibility (84%) and frequency (90%), while 86% indicate they prefer to receive the magazine in print rather than in digital format.

Détails de la réalisation
work
Client
KBC
place
Localisation
Brabant Flamand
business
Secteur du client
Banque et Finance
people
Audience
Business to Consumer
public
Portée géographique
Internationaal
settings
Services proposés
Marketing de contenu, Rédaction de contenu, Graphisme
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