For users of the current app, the change is designed to be as simple as possible. The update to the new name, Bancontact Pay, will be automatic and will not require any new downloads. The change will be mainly visual: a new name, a new logo and new colours, whilst all the features loved by users will remain unchanged: QR code payments in-store, between friends, online and in-app, loyalty card integration, and more.
\n“The app used by 2 million people isn’t going away: it’s becoming Bancontact Pay, to continue making everyday mobile payments easier. By unifying all our brands under the Bancontact name, we’re bringing greater clarity today to build a sustainable future for years to come. “This new identity bridges the gap between our heritage – which is loved by millions of consumers and retailers – and our vision of a future where payments are simple, secure and open across Europe, ” says Nathalie Vandepeute, CEO of Bancontact Company.
This development is accompanied by the launch of a new brand platform and a new creative identity for Bancontact, embodied by a tagline that is as self-evident as it is timeless: ‘With Bancontact’. Inspired by this familiar question that has been asked for decades, it reflects a reality deeply rooted in Belgian culture. “With Bancontact” is an everyday reflex, proof of a constant presence and trust, and the promise of a payment that is always quick, secure and easy.
The brand’s evolution is being launched with a rebranding campaign that introduces Bancontact Pay to the general public. The campaign comes to life through its first two films, which illustrate universal moments where the mobile payment solution makes all the difference.
The first film plunges the viewer into a familiar high-pressure situation: the rush to secure concert tickets or a pair of limited-edition trainers. In these moments when every second counts, being able to rely on a secure payment method is crucial, and Bancontact Pay stands out as the safe and easy choice. The second film adopts a lighter, more human tone, depicting an everyday situation: that of someone determined to get rid of their loose change, but faced with an uncertain amount. Here too, the Bancontact Pay app provides a mobile, secure and easy solution.
Through these messages, Bancontact adopts a more approachable, friendly tone, in tune with current habits. These films mark the start of a series set to run for the long term, with the aim of showcasing all those moments when Bancontact is a natural part of people’s lives.
The campaign is also being rolled out via large-format billboards in the country’s major cities to clearly announce the transition from the Payconiq app to Bancontact Pay and to establish this new identity within the Belgian landscape.
For this new phase, Bancontact Company has collaborated with Air, which has supported the entire brand transformation: from strategy and the brand platform right through to the creative concept and visual identity.
Arnaud Bailly, Creative Director at Air: “Rebranding Belgian icons is almost becoming our trademark. To get it right, we rely on three pillars that are essential to the agency: a contemporary brand platform, a solid creative platform designed to stand the test of time, and a distinctive visual identity, carefully crafted. A triptych of skills we call the ‘strategico-creativo-supercrafto’, which, when brought together and well-executed, enables us to create something truly powerful. \ud83d\ude0a”
Indeed, with nearly 18 million cards in circulation, integration into most banking apps and an aided brand awareness of 94 per cent, Bancontact is a brand deeply rooted in the daily lives of consumers in Belgium.
\nCredits
Client: Bancontact Company
Contacts: Jonathan Romain, Catherine Hijazin, Nathalie Vandepeute
Agency: Air \u200b \u200b
Creative Director: Creative Council
Creative Team: Edouard Coune, Anouk Lemm, Arnaud Bailly, Karel De Mulder
Strategic Director: Michelle Defooz \u200b \u200b \u200b
Client Manager: Georgia Vandenberghen
Producer: Marlies Neudt
Production Company: Hamlet
Director: Daniel Lundh
Photographer: Damon De Backer
Graphic Designer: Maxime Van Aerschot
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