BNP Paribas, which finally completed the purchase of the Belgian
state’s 75 percent holding of Fortis’ banking operations in Belgium
on 12 May, is close to finishing a speedy rebranding of Fortis’
1,050 branches in the country under the BNP Paribas Fortis banner.

Now the BNP Paribas Fortis (BNPF) name is
being promoted in the Belgian market via an integrated advertising
campaign devised by the bank’s media partner Publicis Belgium,
under the banner ‘One billion euros’.

The theme of the ads, aimed particularly at
Belgium’s self-employed, professional and business community, flags
up the availability of €1 billion in loans for the bank’s key
target groups.

Ad creatives feature a baker, florist,
pharmacist and a businessman who are all so taken aback by BNPF’s
proposition that they drop whatever they have in their hands. The
first ads appeared in-branch on 1 June while a TV campaign kicked
off the following week.

Fortis’ sponsorship of local soccer side
Anderlecht means that, from next season, BNP Paribas will appear on
the shirts with the Fortis name reduced to a small