The Truly Generous App

Cetelem is launching a new campaign to promote its revamped app—an app that truly knows how to be “generous.” The brand is thus reaffirming its commitment to “making a better everyday life accessible to as many people as possible.”
 
With its mobile app, Cetelem is always right in its customers’ pockets, supporting them with their everyday spending as well as their projects big and small, by truly going the extra mile:

Over 100 great deals: cashback and discounts available 24/7, all year round*.
Up to 30% off at partner retailers all year round*[1].
More control over managing your credit and budget.
More freedom in financing options.
More support for projects big and small.

To illustrate this generosity, we created a campaign inspired by everyday situations where everything is “generous.” These simple, relatable, and instantly recognizable scenes serve as metaphors for the generosity of the Cetelem app.

Rolled out through a series of 16 geotagged posters, a 15-second “VOL” debut video, and a digital campaign, the initiative builds on Cetelem’s humorous brand DNA.This new “VOL” style complements its classic comedy campaigns, adapting to new trends in content consumption, social media, and mobile platforms.
This first VOL video, produced by us using AI, was designed with a responsible approach to artificial intelligence, based on closed, secure tools developed in compliance with ethical, regulatory, and privacy frameworks.

The campaign has been visible since mid-June on VOL, and since June 24 on billboards and DOOH in major French cities, train stations, subways, and shopping centers.

“With this update to our app, we wanted to go beyond a simple management tool to offer a useful and practical service that supports our customers in their daily lives as well as in their plans. The goal is to offer them more: greater simplicity and more features for managing their budget, while providing them with benefits and services that deliver immediate value. ”saysJocelyne Amègan-Douaud, Director of Marketing, Customer Experience, and Innovation at BNP Paribas Personal Finance France.

“This campaign marks a shift in how we communicate, moving from a one-size-fits-all format to a more targeted approach. The use of VOL, combined with artificial intelligence, allows us to offer more content that is shorter and tailored to specific regions. The creative approach remains true to Cetelem’s DNA, with the offbeat humor that characterizes the brand,” commentsIsabelle Wolff, Director of Brand, Communications, and Advertising at BNP Paribas Personal Finance.