“Ideas make change happen.” – BNP Paribas launches new brand campaign in Germany

September 11, 2023

On September 12, 2023, BNP Paribas Group in Germany is launching its new brand campaign with the claim “Ideas make change happen.” (“Ideen machen den Wandel.”). BNP Paribas thereby underscores the objective of the current strategic plan and its ambition to become one of the top 5 banks in Germany by 2025 with a strong corporate brand image. Through this campaign, BNP Paribas aims to significantly increase brand awareness and visibility, positioning itself as a reliable partner that stands by companies and private customers even in times of major upheaval and challenges.

In a world undergoing profound change, we need creative drive and good ideas. And good ideas require smart financing. This is what we emphasize in our campaign: we view our clients as change makers and seek to support them in their innovative projects and plans, while also advancing the green transformation. We consider this part of our contribution to a responsible and sustainable development.

Lutz Diederichs, CEO of BNP Paribas Germany

At the heart of the campaign are the bank’s clients, who shape the future with the assistance of BNP Paribas’ products and financial resources. Whether it’s an entrepreneur transitioning to electric mobility or a private investor safeguarding her financial security even with small installments: five “The Moment” motifs capture everyday situations in which people have the one idea that changes everything.

Behind the motifs are real financing examples or financial products which underscore BNP Paribas’ sustainability efforts and its pioneering role in sustainable business. Sustainability is deeply anchored in the bank’s organization, forming one of three strategic pillars on which all business activities are based.

The 360-degree campaign, spanning four weeks, will be executed across digital, print and out-of-home (OOH) media: In digital and print, this entails online videos, display and LinkedIn ads, as well as advertisements in major financial and industry magazines. In terms of OOH, the bank further bolsters the campaign’s visibility at its central locations with large advertising areas and full advertising pillars in the vicinities of the eight BNP Paribas Houses in Germany.

The associated landing page provides all motifs, as well as further information on the brand campaign, BNP Paribas’ sustainability strategy and examples of financing and financial products. You can access the page starting from September 12, 2023, via the following link: www.bnpparibas.de/de/ideen-machen-den-wandel. Please note that the page is only available in German.


Georg Haumann

BNP Paribas Germany
Senckenberganlage 19
60325 Frankfurt am Main

+49 (0) 69 7193 1763

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