Mediaplus wins NiCKEL Pitch for Strategic Media Planning and Buying in Belgium

Mediaplus, part of the Serviceplan Group, has been awarded the media planning and buying responsibilities for NiCKEL the unique financial institution known for its inclusive approach and local distribution model. Following a competitive pitch against notable agencies, Mediaplus will officially start working on the account in January 2025. 
 

NiCKEL provides a financial solution that is easily accessible to everyone, offering four card models tailored to meet the diverse needs of its customers. With a simple and fast process, customers can open an account and obtain their card through local distribution points or have it delivered directly to their homes. Mediaplus will oversee the development and execution of a comprehensive media strategy that spans both online and offline planning, along with offline media buying. While online media buying will primarily be handled by NiCKEL’s French headquarters, Mediaplus will manage digital initiatives requiring tailored approaches for the Belgian market.

A Strategic and Inclusive Approach

Mediaplus' winning strategy centered on an in-depth analysis of NiCKEL's diverse target audiences, striking an optimal balance between national and regional media to meet specific business objectives. The agency also prioritized measurable performance metrics across all recommended touchpoints, ensuring that the campaign delivers tangible results in business acquisition and audience engagement.

Furthermore, Mediaplus demonstrated a commitment to innovation by proposing disruptive media opportunities and event-driven communication, reinforcing NiCKEL’s position as a pioneering financial brand in Belgium.