How BPCE drives customer education and conversion through gamified messaging 

For financial institutions, engaging customers while maintaining regulatory compliance can be a delicate balance. BPCE, a subsidiary of France’s second-largest banking group, faces this challenge daily as they work to educate customers about their revolving credit products. 

“Many of our customers aren’t familiar with revolving credit or how to best utilize it,” explains Céline Kerrec, Head of Marketing and Communication at BPCE. “We needed a way to make this information more accessible and engaging while staying within our regulatory framework.” 

Working with different customer segments, from those well-versed in revolving credit to those who need more guidance, BPCE required a solution that could deliver personalized experiences at scale. 

“Traditional banking communication can sometimes feel rigid,” says Céline. “We wanted to innovate within our constraints to create something more engaging for our customers.” 

That’s what led BPCE to partner with Sinch in 2017, utilizing Rich SMS technology to transform their customer communications. 

In spring 2024, BPCE launched an innovative mobile campaign featuring a cycling-themed mini-game. When customers receive the Rich SMS, they’re directed to a secure, mobile-optimized landing page where they can participate in an interactive experience. 

“The game guides customers through a virtual cycling journey,” explains Carla Chanca, Marketing Campaign Manager at BPCE “At each checkpoint, they discover key benefits of revolving credit, making the educational component feel natural and engaging.” 

The experience is designed to be seamless, keeping customers within BPCE’s secure environment throughout their journey. After completing the game, customers can easily access a financing simulator and submit funding requests directly from their mobile device. 

The campaign delivered exceptional results across all metrics. The 8% click-through rate was four times higher than BPCE’s average, and 85% of customers who clicked engaged with the interactive experience. 

Most impressively, the campaign doubled conversion rates compared to standard campaigns. 

“What’s particularly exciting is that we achieved these results while including multiple interactive steps,” notes Carla. “Even though customers had to engage more than in our typical campaigns, we saw significantly higher conversion rates.” 

For BPCE, working with Sinch has opened new possibilities for customer engagement while maintaining their commitment to responsible banking practices. 

“Operating in a regulated environment actually pushes us to be more creative,” says Céline. “Sinch understands our industry’s constraints and helps us find innovative solutions that work within these boundaries.” 

The success of this campaign has validated BPCE’s approach to combining education with engagement, setting a new benchmark for digital marketing in the banking sector. Looking ahead, BPCE continues to explore new ways to leverage Rich SMS technology to create meaningful connections with their customers. 

“This campaign proved that we can successfully balance regulatory requirements with engaging customer experiences,” concludes Kerrec. “It’s about finding creative ways to add value for our customers while maintaining their trust.”