Lifestyle magazine for wealthy customers
For KBC, a new lifestyle magazine had to cement the bond between the bank-insurer and its wealthy Premium Banking customers in Flanders. In addition, the intention was to educate this exclusive target group on relevant financial topics, and to initiate interaction with the bank or insurance broker. The magazine also had to refer to the KBC website for further information on financial products.
In 2012, Bold & pepper came up with a powerful concept, in terms of both content and graphics. The KBC lifestyle magazine was given the title Grappa, a typically Italian drink that is automatically reminiscent of enjoying life. The magazine’s baseline, ‘your money and your life’, conveys in practical terms what Grappa is all about: lifestyle and money, and how these two relate to each other.
Grappa is published four times a year, in both Dutch and French (for French-speaking Premium Banking customers living in Flanders). Circulation is around 70,000 copies. Grappa is free of charge and will be delivered to KBC's Premium Banking customers’ homes in a sealed envelope.
We do not impose the KBC brand on the Grappa reader, but make it tangible throughout the magazine in an indirect, informal way. The magazine must add value in terms of content by combining credible content with practical usefulness.
In order to determine whether Grappa is reaching its goals, the magazine is regularly subjected to a thorough reader survey, conducted by the market research firm Profacts. This shows repeatedly that Bold & pepper's approach is bearing fruit.
From the 2017 reader survey, it appears that 4 in 5 Grappa readers appreciate the fact that KBC publishes a tailored lifestyle magazine. No less than 89% is familiar with Grappa, 82% reads or thumbs through the magazine, and 73% considers the content to be good to very good. Furthermore, half of the readers have already requested information from KBC as a result of an article in Grappa.