What it had to solve
Promote the Belfius Direct Mobile app to customers and non-customers in a playful, interactive way for young people, linking the app's ease of use with its travel-related features.
The idea
Record multiple endings of Lost Frequencies' 'Beautiful Life' video, and let viewers choose how the love story continues from inside the Belfius app.
How it works
Saatchi & Saatchi Belgium shot several versions of the video with DJ Felix De Laet (Lost Frequencies) and actors: a man travels back in time to relive meeting his wife, and viewers decide how the romance continues via the Belfius app.
What it did
No engagement figures disclosed; the campaign attached the bank's app to a chart-topping single ('Beautiful Life', released June 2016) and, per the trade press, marked a first for the Belgian music industry.
Background
In August 2016, Belfius, Belgium's banking and insurance group, and Saatchi & Saatchi Belgium (part of Publicis One) launched an interactive campaign for the Belfius Direct Mobile app, teaming up with Belgian DJ and producer Lost Frequencies (Felix De Laet), who shot to international fame in 2014 with his remix of 'Are You With Me' and whose single 'Beautiful Life', released that June, was topping the charts.
The video shows a man travelling back in time to relive the moment he met his wife. Saatchi & Saatchi recorded different versions of the video with De Laet and a cast of actors, and viewers choose how the love story continues from inside the Belfius app — turning the banking app into the video's remote control. The bank framed it as a totally new interactive experience for customers and non-customers alike, emphasising the app's ease of use and its travel-related features, aimed primarily at young people.
The trade press called it a unique moment for the Belgian music industry. Credits name creative director Niels Schreyers and creatives Sebastiaan Dessaux and Yannick De Haes; no view or engagement numbers were disclosed.
Why it lands
A chart-topping single guarantees reach with young users, but letting them steer the story gives the brand a reason to own the interaction, not just sponsor it.
Making the banking app the controller demonstrates the product's ease of use instead of claiming it.
Interactive video holds attention longer and more focused — the format's core promise, which the agency cited when pitching the work.
What you can take
Borrowed attention works twice when the borrowed asset needs a remote control: making the app the only way to steer the story turns media viewers into app openers.
Since then
The campaign ran around the 'Beautiful Life' release in summer 2016; the material records no engagement figures or follow-up.
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