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Bank BNP Paribas

GOdreams with Bank BNP Paribas – from service to fulfilling dreams

CampaignPR
GOdreams with Bank BNP Paribas – from service to fulfilling dreams
How do you talk about saving in a way that stirs emotions and changes how people think? Bank BNP Paribas proves that mobile banking can do more than just manage money, it can inspire. With the “GOdreams” campaign, we focused not only on the app’s features but above all on the psychological barriers that stop people from pursuing their dreams. The result? A genuine, motivational strategy that reshapes the way we approach personal finance.

Challenge

  • Communicate the new GOdreams service in the Bank BNP Paribas mobile app.

  • Present the product’s benefits in an emotional rather than technical way.

  • Build a strategy that helps people reconnect with their dreams — and believe they’re within reach.

  • Stand out from competitors who focus mainly on technology and promotions.

Implementation

  • Introduced the Dream Coach — a psychologist and motivator who helps users define their dreams, understand what’s holding them back, and set realistic action plans.

  • Created the Dream Test — a tool based on motivation psychology that helps users discover what they truly want.

  • Designed and produced the videocast series “Dream Training” — 5 episodes, each focusing on a different dream area (e.g. travel, home, personal growth).

  • Engaged influencers matched to different target groups (Gen Z, young adults, families), who shared their own stories and supported the campaign’s message.

  • Delivered a consistent narrative — one that’s motivational, empathetic, and focused on real support, not just app features.

Results

  • Developed a unique communication strategy that set Bank BNP Paribas apart from competitors by focusing on emotional and psychological insights.

  • Built a strong product identity — positioning GOdreams as a tool for making dreams happen, not just saving money.

  • Activated users through educational and inspiring activities that genuinely influence their daily financial decisions.

  • Achieved significant interest in the new GOdreams service — both from existing and new customers of the Bank BNP Paribas GOmobile app.

Return

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