WAX Interactive joins Société Générale in the fight against breast cancer with a new collection of bank cards

Creation of a collection of pink bank cards to support the charity Octobre Rose

On the 1st of October 2018, WAX Interactive, SQLI's digital agency, came on board to assist Société Générale with the launch of its new collection of charity bank cards. The cards feature the colours of the breast cancer charity Octobre Rose, which is celebrating its 25th anniversary.

Each time one of the cards is used, Société Générale contributes 5 euro cents to research conducted by Institut Pierre et Marie Curie. In 2017, Société Générale paid more than one million euros to partner organisations through the use of cards in its Charity Collection.

A partership with two famous Instagram users

For the past eight years, WAX Interactive has supported Société Générale with its bank card promotion strategy, through the integration of augmented reality (in its rugby and youth cards) or the creation of collections (such as Ladurée, Pokémon, Space Invaders and Monsieur, Madame). For its first collaboration involving a charity card, the digital agency turned to a totally new partnership...The two famous influencers Natacha Birds and Anna Dawson (aka The Balloon Diary) joined hands under the pink banner and worked with Société Générale to create the bank card collection. These two young women engage with large communities on Instagram and have a total of more than 400,000 followers between them. 

In the footsteps of Marie Curie

Last spring, Aurore Vast and Paul Teyssedre (Directors of WAX Loyalty) held a meeting with the two influencers at Institut Pierre et Marie Curie, where the first experiments with radiotherapy were conducted. They met researchers there in the company of Agnès Hubert, the institute's Sponsorship Director. Natacha and Anna then headed to SQLI's brand-new head office in Levallois to work on the design of the bank cards together.

#matouchederose – the charitable hashtag

In order to promote the launch of Société Générale's Octobre Rose collection, WAX Interactive developed a dedicated website that presents the campaign and highlights the importance of supporting research. On Instagram, Natacha Birds and The Balloon Diary show their commitment to the charity with the hashtag #matouchederose.

From the 1st to the 31st of October, the hashtag is a rallying point and means of raising awareness about the fight against breast cancer. Each use of the hashtag pushes up a counter at Société Générale. When the target is reached, the bank will give a donation of €5000 to Institut Pierre et Marie Curie. SQLI is also supporting the cause by donating €2000.

Get to know more about Octobre Rose (in French)