BNL Digital Payments
Digital marketing platform for BNL-BNP Paribas launching contactless and mobile payment products in Italy. Four landing pages combining visual storytelling, consumer education, and conversion optimization. Positioned BNL as an innovator in digital payments while maintaining banking trust and brand equity. Strategic digital marketing for financial services.
Driving Digital Payment Adoption in Italian Banking
Arsenale23 partnered with BNL – Banca Nazionale del Lavoro, a flagship institution of the BNP Paribas Group, to create a suite of digital marketing assets supporting the launch of innovative payment products in the Italian market. The project delivered four high-impact landing pages designed to educate consumers and drive adoption of contactless, mobile, and digital wallet payment solutions.
The Client
BNL – Banca Nazionale del Lavoro is one of Italy’s oldest and most respected banking institutions, serving over 2.5 million customers. As part of BNP Paribas—Europe’s largest banking group—BNL combines Italian market expertise with global financial strength.
Business Challenge
In 2014, BNL faced a critical market opportunity: introducing contactless and mobile payment technology to Italian consumers. The challenge was threefold:
- Consumer Education — Explain new payment technologies (NFC, contactless, digital wallets) to a traditionally cash-oriented market
- Product Differentiation — Clearly communicate the value proposition across four distinct credit card tiers
- Trust Building — Maintain BNL’s reputation for security and reliability while promoting innovation
- Conversion — Drive qualified leads to the banking portal for product subscription
The Solution
We developed a cohesive digital marketing platform consisting of four dedicated product landing pages:
1. Contactless Credit Cards
Premium credit card showcase featuring four tiers: Classic, Gold World, Priority World, and World Elite. Interactive product comparison with detailed benefits, cashback programs, and insurance coverage information.
2. YouPass Mobile Payment
NFC mobile payment solution launching in partnership with TIM (Italy’s largest mobile operator). Comprehensive onboarding guide explaining activation, usage, and benefits of smartphone-based payments.
3. VivereWireless
Integrated wireless payment ecosystem including prepaid cards and mobile POS solutions for both consumers and small businesses.
4. YouPass Prepaid Card
Dedicated product page for the prepaid card offering, targeting younger demographics and customers seeking spending control.
Strategic Approach
Storytelling Through Design
Each page guides visitors through a carefully crafted narrative—from attention-grabbing animated hero sections to detailed product information, culminating in clear calls-to-action linking to BNL’s secure banking portal.
Visual Engagement
Rich animations and parallax effects create memorable brand experiences while maintaining professional banking aesthetics. The design balances innovation messaging with the trust and security expected from a major financial institution.
Accessibility & Reach
Responsive design ensures optimal experience across desktop, tablet, and mobile devices. Legacy browser support guarantees no customer segment is excluded.
Brand Consistency
Strict adherence to BNP Paribas corporate identity guidelines, including custom typography and approved color palettes, reinforces brand recognition and trust.
Key Deliverables
| Asset | Business Purpose |
|---|---|
| 4 Responsive Landing Pages | Product education & lead generation |
| Interactive Product Comparisons | Decision support for card selection |
| Animated Demonstrations | Technology explanation & trust building |
| Video Integration | Engagement & complex concept visualization |
| CTA Integration | Direct conversion to banking portal |
Business Outcomes
Immediate Value
- Unified Product Launch Platform — Coordinated market introduction of multiple payment innovations
- Lead Generation Infrastructure — Direct integration with BNL’s secure subscription portal
- Brand Positioning — Established BNL as an innovator in Italian digital payments
Long-Term Benefits
- Reusable Assets — Modular design patterns applicable to future product launches
- Customer Education — Reduced support burden through comprehensive self-service information
- Competitive Advantage — First-mover positioning in Italian contactless payment market
Why This Project Succeeded
1. Clear Communication
Complex financial and technological concepts translated into accessible, engaging content that resonates with mainstream consumers.
2. Trust Through Quality
Premium design execution reinforces BNL’s position as a trustworthy financial partner during the transition to new payment technologies.
3. Action-Oriented Design
Every element guides visitors toward conversion, with prominent CTAs and seamless handoff to the banking portal.
4. Inclusive Approach
Support for older browsers and devices ensures no potential customer is excluded from the experience.
Project Scope
Duration: 6 months (July – December 2014)
Team: 3 specialists (UX Design, Front-End Development, Back-End Integration)
Agency: Arsenale23, Rome
Stakeholder: BNL Marketing & Digital Banking divisions
Conclusion
This project demonstrates the power of strategic digital marketing in supporting financial product launches. By combining compelling visual storytelling with clear educational content and frictionless conversion paths, the landing page suite helped BNL successfully introduce innovative payment technologies to the Italian market while maintaining the trust and brand equity essential to banking relationships.