As a premium partner of the Paris 2024 Olympic and Paralympic Games, Groupe BPCE, along with Banques Populaires and Caisses d'Epargne (official sponsors of the torch relay), has seized the opportunity to transform a sporting partnership into a technological innovation laboratory.

Drawing on the potential of Web 3, find out how Doors°°°, with the help of smart loyalty tool Cohort, has supported Groupe BPCE in this initiative, which aims to transform the interaction of employees and customers with the world of digital assets, and explore new avenues of awareness, acculturation and engagement.

An initiative at the service of innovation and digital acculturation

Through previous initiatives such as Imagine 2024, the Group BPCE has already demonstrated its willingness to use this partnership to engage in innovative ways. Now, by integrating blockchain tools, the Group BPCE is pushing back the boundaries of this commitment.

As part of this project, Doors°°° accompanied Groupe BPCE from ideation to deployment, initially of an engagement 3.0 program. We then set up a proof of participation, in the form of a personalized NFT for torchbearers.

Using Cohort's smart loyalty solution, the experiment was able to integrate with Groupe BPCE's offense by enabling the creation of Web 3 Wallets using only email (account abstraction). Promising a seamless experience accessible to all.

Odyssée 2024 

Internally, the 3.0 engagement program was integrated into the Imagine 2024 platform, a first initiative already launched by Groupe BPCE.

For six months, employees had the opportunity to take part in 36 sporting and cultural challenges.

Among the cultural challenges, various quizzes and deliverables on new Web 3 technologies enabled employees to familiarize themselves with these notions.

Participants, drawn at random and having successfully completed the challenges, were rewarded with NFTs associated with concrete prizes, such as tickets for Paris 2024 Olympic and Paralympic Games, connected watches and various gifts demonstrating the concrete use of a so-called utilitarian NFT.

The Paris 2024 Olympic and Paralympic Torch Relay digitalized and eternal 

The second initiative transformed the Paris 2024 Olympic and Paralympic Torch Relay into a digital experience. More than 1,100 Groupe BPCE torchbearers (customers and employees) such as Tibo Inshape and Mathieu Blanchard received NFTs in their likeness, a first in the history of the Olympic Games.

These non-fungible tokens, bearing the effigy of each torchbearer, immortalized their participation in this historic event by inscribing it in the blockchain with their photo, their torchbearer number, and the date and location of their relay.

Each torchbearer is delivered their NFT in an individual virtual space where they can find interactive and educational content, and from where they can transfer this NFT to the wallet of their choice.

Strategic objectives achieved

The project had several key objectives:

• Create a lasting, innovative souvenir for flame carriers
• Demonstrate the Group's capacity for innovation
• Explore the practical uses of blockchain in finance
• Understand the technical, legal and marketing dimensions

Innovation and change management

This experience demonstrates how a financial institution can :

• Transform a sporting event into a lever for innovation
• Engage its employees in digital transformation
• Experiment with new technologies in a concrete way
• Create a memorable experience for all stakeholders

Impact and outlook

These educational initiatives have enabled more than 6 000 people to receive their first digital asset, marking an important step in the acculturation of Web3 among Groupe BPCE customers and employees.

As for the Torch Relay, nearly 75% of the 1 100 holders have accessed their virtual space, enabling them to access the NFT and transfer it to a new wallet.

Qualitative feedback was particularly positive, with cardholders appreciating the originality of the approach, its coherence with the event, and the simplicity and quality of the user experience.

A significant number of them also took the opportunity to discover or deepen their understanding of the NFT concept and some of its possible applications.

Groupe BPCE has thus created a solid base of employees and customers familiar with Web 3 technologies.

This project has not only set Groupe BPCE apart in today's banking landscape, it has also laid the foundations for ongoing digital transformation.

Conclusion

This Groupe BPCE initiative represents a textbook case of successful digital transformation, combining technological innovation, commitment and Olympic heritage. It demonstrates that, with the right approach, new technologies can act as a catalyst to strengthen both employee commitment and customer relations.

This ambitious project positions the Group BPCE at the cutting edge, ready to seize future opportunities in decentralized finance (DeFi) and digital assets.

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