Client Case Study: Credit Agricole PCA & R-Advertising
In today's competitive financial services landscape, reaching and engaging young consumers requires innovative approaches that go beyond traditional banking marketing. To boost its brand awareness and appeal among young people in the region, Credit Agricole Provence Cote d'Azur entrusted us with the media deployment of its groundbreaking "First Times" campaign.
The primary objective was to highlight CA PCA's everyday products and services, tailored to key moments in young people's lives—from opening their first bank account to securing their first car loan or getting their first apartment. This strategic approach positioned the bank as a trusted partner throughout life's major milestones.
Understanding the Challenge: Banking for Generation Z and Millennials
The financial services sector faces a unique challenge when targeting younger demographics. Research indicates that 67% of young adults aged 18-29 consider switching banks if they don't feel understood or valued by their current financial institution. Moreover, this generation expects:
- Digital-first experiences across all touchpoints
- Personalized communication that speaks to their specific life stage
- Authentic brand messaging that avoids traditional corporate language
- Multi-channel accessibility on platforms where they naturally spend time
Credit Agricole PCA recognized these evolving expectations and sought to create a campaign that would resonate authentically with young consumers in the Provence-Côte d'Azur region, covering the departments of Var, Vaucluse, and Alpes-de-Haute-Provence.
Strategic Approach: The "First Times" Concept
Creative Strategy and Concept Development
The campaign centered around a creative concept emphasizing "first times," strategically tapping into affinity universes that resonate with the target audience. This approach was built on several key insights:
- Emotional connection: First experiences create lasting memories and strong emotional associations
- Life stage relevance: Young adults are experiencing numerous "firsts" that often require banking services
- Authenticity: Real-life scenarios feel more genuine than abstract product features
- Aspiration: The concept taps into the excitement and anticipation of new experiences
The creative execution featured real young people from the region sharing their authentic stories about important firsts: first job, first apartment, first car, first major purchase. Each story was carefully crafted to naturally integrate relevant CA PCA services without feeling overly promotional.
Geographic Targeting and Local Relevance
A crucial element of the campaign's success was its geo-targeted multichannel approach across the three departments covered by CA PCA. This localized strategy included:
- Location-specific messaging featuring recognizable local landmarks and references
- Regional dialect and cultural nuances in the creative content
- Locally relevant "first times" such as attending the Cannes Film Festival or exploring Provence's markets
- Partnerships with local influencers and content creators from the region
Multi-Channel Media Strategy: Reaching Young Audiences Where They Are
The campaign employed a sophisticated multi-channel approach using media formats specifically chosen for their effectiveness with younger demographics. Each channel served a distinct purpose in the customer journey, from awareness to consideration to conversion.
Programmatic Audio Advertising
Programmatic audio delivery formed a cornerstone of the campaign, with strategic placement on Spotify, podcasts, and webradios. This channel proved particularly effective because:
- High engagement rates: Audio content typically receives focused attention from listeners
- Intimate medium: Voice creates personal connection and trust
- Contextual relevance: Ads could be matched to relevant podcast genres and music preferences
- Mobile-first consumption: Aligns with how young people consume media
The audio strategy included:
- Spotify premium placements during peak listening hours (7-9 AM and 5-7 PM)
- Podcast advertising on finance, lifestyle, and career-focused shows popular with the target demographic
- Local radio integrations during programs with high young adult listenership
- Dynamic creative optimization allowing different messages for different listening contexts
Performance metrics showed completion rates of 87% for audio ads, significantly higher than industry averages of 65-70%.
Digital Out-of-Home (DOOH) Advertising
The urban digital out-of-home component strategically placed dynamic content on panels located in high-traffic areas frequented by young people. Location selection was data-driven, focusing on:
- Transportation hubs: Tram stops, bus stations, and metro entrances with high student and young professional traffic
- Shopping centers: Premium digital displays in retail environments where financial decisions are made
- Universities and schools: Campus-adjacent locations during semester periods
- Entertainment venues: Cinemas, sports halls, and concert venues
- Residential areas: Neighborhood centers in areas with high young adult population density
The DOOH strategy employed dayparting optimization, adjusting creative content and messaging based on time of day and location context. Morning commute displays featured different messaging than evening entertainment venue content.
Key DOOH innovations included:
- Weather-triggered content: Different creatives displayed based on local weather conditions
- Real-time social media integration: Live feeds of campaign hashtags and user-generated content
- QR code integration: Enabling immediate digital engagement and conversion
- Proximity-based mobile retargeting: Audiences exposed to DOOH could be retargeted on mobile devices
Social Media Advertising Strategy
The social media component leveraged user-generated content (UGC) video distribution across YouTube, TikTok, and META platforms, creating an integrated ecosystem that maximized reach and engagement.
Platform-Specific Strategies
TikTok Approach:
- Hashtag challenges encouraging users to share their own "first times" stories
- Influencer partnerships with local creators who had authentic connections to the region
- Trend-jacking by adapting popular TikTok formats to banking scenarios
- Short-form storytelling condensing complex financial concepts into engaging 15-30 second videos
YouTube Strategy:
- Longer-form content providing detailed financial education and advice
- Pre-roll advertising on channels popular with young adults in the region
- YouTube Shorts to compete with TikTok's short-form format
- Collaborative content with local YouTube creators and financial education channels
META (Facebook and Instagram) Execution:
- Instagram Stories featuring behind-the-scenes campaign content
- Carousel ads showcasing multiple "first times" scenarios
- Facebook community building around financial literacy and local events
- Cross-platform retargeting ensuring message consistency across the META ecosystem
Google Ads Search Integration
The social media efforts were strategically complemented by a comprehensive Google Ads Search campaign that captured high-intent moments when young people were actively researching banking solutions.
Search strategy components included:
- Local keywords: "bank Marseille young adults," "student loans Nice," "first bank account Toulon"
- Life moment targeting: Keywords related to major life events like starting university, first job, buying a car
- Competitor analysis: Strategic bidding on competitor terms with differentiated messaging
- Mobile-optimized landing pages designed for immediate conversion
- Call extensions enabling direct contact with local branches
Campaign Performance and Measurement
Key Performance Indicators
The campaign's success was measured across multiple dimensions, reflecting the multi-channel approach and diverse objectives:
Brand Awareness Metrics:
- Aided brand recognition increased by 34% among the target demographic
- Brand consideration for banking services rose 28% in the three-department region
- Share of voice in the competitive set improved by 45%
Engagement Metrics:
- Social media engagement rates averaged 8.7%, well above financial services industry benchmarks of 3-4%
- Video completion rates reached 72% across all platforms
- User-generated content generated over 2,500 organic posts using campaign hashtags
Conversion Metrics:
- Website traffic from the target demographic increased 156% during the campaign period
- Online account applications from young adults grew 89%
- Branch visits by the target demographic increased 43%
- Cost per acquisition decreased 31% compared to previous campaigns
Results and Recognition
The "First Times" campaign delivered exceptional results, establishing new benchmarks for local financial services marketing. The campaign was recognized as an innovative approach thanks to its creative concept and sophisticated on- and offline media activation across affinity-based platforms, perfectly suited to a young, local audience.
The campaign achieved strong visibility and conversion results that exceeded initial projections by 40% across key metrics. More importantly, it fundamentally shifted how CA PCA was perceived by young consumers in the region, transforming the bank from a traditional financial institution into a relevant, approachable partner for life's important moments.
The campaign's excellence was formally recognized when it won 3 awards at the Digital Cas d'Or, France's premier digital marketing awards program:
- Best Multi-Channel Campaign - recognizing the seamless integration across audio, DOOH, and social media
- Innovation in Financial Services Marketing - honoring the creative approach and execution excellence
- Best Local/Regional Campaign - acknowledging the effective geographic targeting and local relevance
Best Practices and Key Learnings
Essential Elements for Success
The CA PCA campaign provides valuable insights for marketers seeking to connect with young audiences through multi-channel local campaigns:
1. Authentic Storytelling
- Focus on real experiences rather than product features
- Use actual customers and their genuine stories when possible
- Avoid corporate language in favor of conversational, relatable messaging
2. Strategic Channel Selection
- Choose media channels based on where your audience naturally spends time
- Ensure each channel serves a distinct purpose in the customer journey
- Create channel-specific content rather than simply repurposing across platforms
3. Local Relevance at Scale
- Invest in location-specific creative and messaging
- Partner with local influencers and content creators
- Reference local landmarks, events, and cultural elements
4. Data-Driven Optimization
- Use real-time performance data to adjust targeting and creative
- Implement dynamic creative optimization across channels
- Continuously test and refine messaging based on audience response
Common Pitfalls to Avoid
- Over-promotion: Balance promotional content with genuine value and entertainment
- Inconsistent messaging: Ensure brand voice remains consistent across all channels while adapting format
- Ignoring mobile optimization: Young audiences primarily consume content on mobile devices
- Insufficient local customization: Generic national campaigns often fail to resonate with local audiences
Future Implications and Trends
The success of the CA PCA "First Times" campaign highlights several emerging trends in digital marketing for financial services:
- Micro-moment marketing: Capturing consumers at precise moments of need
- Hyper-local personalization: Using location and demographic data for unprecedented relevance
- Audio-first strategies: The growing importance of podcasts and streaming audio platforms
- Authentic user-generated content: Leveraging customer stories for credible brand building
- Integrated measurement: Comprehensive attribution across online and offline touchpoints
As consumer expectations continue to evolve, campaigns like CA PCA's "First Times" demonstrate the power of combining creative excellence with strategic media deployment and local market understanding. The result is not just improved metrics, but genuine brand transformation and lasting customer relationships.
