The work
Live cool. Pay cool
- Client
- Payconiq by Bancontact
- Industry
- Fintech
- Date
- May 2025
About Payconiq by Bancontact
Paying is the least interesting part of buying something. So we stopped talking about payment, and started talking about the moment around it.
Payconiq by Bancontact is the app almost every Belgian already has on their phone. The brand had reach, but not much warmth. Our brief was to turn a utility into something people would actually mention out loud — without pretending a payment app is more exciting than it is.
The challenge we take on
Everyone had the app. Almost nobody had a reason to feel anything about it.
Awareness was near saturation, so a classic reach campaign would have bought us very little. The opening was emotional, not functional: own the small, everyday moments where paying is simply not the point — splitting a round, settling a bet, covering a friend who forgot their card.
The idea
Cool is not what you pay with. It is what you were doing when you paid.
We built the campaign around the two seconds after the payment, not the payment itself. Every execution ends where the transaction ends and the moment carries on — the round arrives, the tickets are booked, the trip is on. The brand shows up as the thing that got out of the way.
The rollout
One idea, stretched across every screen Belgians look at.
From a national film down to nine-second cutdowns for social, the system held together on tone rather than on layout. A flexible type treatment and a fixed colour signature meant regional teams could produce their own moments without a new brief each time.
KPI
Performance snapshot
+38%
Brand affinity
Increase in unaided positive association among 18-34s over the campaign period
2.1M
Video completions
Full views across social platforms, driven mainly by the short-form cutdowns
+12%
Weekly active users
Growth in people opening the app at least once a week during the flight
94%
Prompted recall
Recognition of the campaign among Belgians who had seen it at least once