BNP Paribas Turns Scam-Busting Into a Twitch Show
Updated: 6 days ago
BNP Paribas has teamed with Studio Serendipite and Webedia on an anti-fraud Twitch show hosted by Samuel Etienne, turning the fight against financial scams into live entertainment aimed at younger, hard-to-reach audiences.
What BNP Paribas is doing
Rather than run another earnest awareness campaign, BNP Paribas has built a native entertainment format on Twitch, with popular host Samuel Etienne and production by Webedia and Studio Serendipite. The concept dramatises how scams actually work, live, in front of an audience that banks usually struggle to reach.
It is a deliberate move onto a platform defined by community and real-time interaction, where a 'catch the scammer' format can play out as a show people choose to watch rather than an ad they skip.
Why banks are chasing fraud-awareness content
Scams and fraud have exploded, from phishing to authorised-push-payment cons to deepfakes, and traditional pre-roll awareness ads land softly with younger audiences. Edutainment that is native to a platform cuts through where a 20-second warning does not.
BNP's online bank Hello bank! has already experimented on Twitch, so this is the group doubling down on a channel it knows reaches the under-35s it most needs to protect and recruit.
The Marketing Minute read
Branded entertainment works when the brand serves the content instead of interrupting it. With roughly half of French 18-24s drawn to creator-led formats, per recent Webedia research, a show hosted by a trusted creator is a smarter buy than more awareness spots.
Our framework for any brand, not just banks: Problem, Platform, Personality. Take a real customer problem, here fraud, build a format native to the right platform, and let a trusted host carry it. Get those three right and you earn attention you would otherwise have to rent.
Quick FAQ
What is BNP Paribas doing on Twitch?
Running an anti-fraud entertainment format with Studio Serendipite and Webedia, hosted by Samuel Etienne, that dramatises how scams work to raise awareness among younger audiences.
Why Twitch?
It reaches a young, engaged audience that traditional banking ads miss, and its live, interactive culture suits a catch-the-scammer format.
Does entertainment marketing change behaviour?
When it is genuinely useful and native to the platform, branded content lifts awareness and recall far more than interruptive ads, though proving behaviour change needs disciplined measurement.
This is what modern financial marketing looks like: stop lecturing people about fraud in a 20-second pre-roll and build something they actually want to watch. BNP Paribas is treating scam awareness as entertainment, and that is exactly how you reach an audience that tuned traditional ads out years ago. — Daniel Nikolla, Founder of Merx Marketing
The smartest brands are turning real customer problems into native platform entertainment, because a show people choose to watch beats an ad they skip every single time.
What is the one customer problem your brand could turn into content people would actually choose to watch?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Strategies, CB News, J'ai un pote dans la com.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
